The tide of marketing is turning at last. After more than 13 years of battling against autistic — and largely inefficient — old world marketing techniques and visions, we are now witnessing a few cracks in the ice of top-down marketing strategy. Firstly, Regis Mc Kenna and Geoffrey Moore introduced new ways of dealing with clients mainly in the IT world at the end of the 1980s and the beginning of the 1990s. The approach was no longer demographic but behavioural.
the do’s and don’ts of Internet Blog writing
Writing in a blog is not very complex, but there are a few guidelines which should be respected as much as can be. This list of do’s and don’ts of Internet blog writing can be used as a Vademecum (literally in Latin ‘come with me’, a manual which you can take with you at all times) for expert Internet writers. It could also be treated as a Charter describing which rules to follow, and each expert should confirm that they have read these guidelines.
First and foremost, define the purpose of your corporate blog even before you start writing the first line. What is the objective of this blog? Is it about awareness? Is it intended for you to share knowledge with the community? Is it there to show that your corporation and its experts are particularly good at something? If you are able to answer any of these questions, then you should also know what and how to write in it. Of course, it is possible to maintain a blog just to talk about the weather. But at the end of the day there are very few chances that this is going to benefit your corporation. Eventually, not only will this make your blog ineffective, you may also run the risk of losing your management support. It is particularly advised to target your blog as if it were a standard information vehicle, through a carefully chosen niche strategy.
Once your Corporate stakeholders have understood why Web 2.0 is more than a fad and why its marketing could benefit from it (read our 12 golden rules for Web 2.0) and once they have established how their 2.0 strategy should be articulated (refer to our interactivity matrix), quite a few questions remain: how to create a professional looking blog and how to make it known? How long does it take every day and how many visitors may I expect? Where should my blog reside, should it be hosted or should I put it on my corporate server? What should I do so that it is well indexed by Google and other search engines? What are the do’s and don’ts of Corporate blogging, what are the risks… These are some of the questions that we come across most of the time with regard to corporate blogging. In this article, we will spell out the steps which can lead to proficient Corporate Blogging and we’ll try and address the above questions.
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