One assumes that a corporate blog has more functions that a blog that is maintained by a hobbyist. The difference between a corporate blog and a commercial blog is that a corporate blog is not really set up in order to sell products.
It may have promotional content posted on it, but its primary aim is to keep interested parties up to date with current information, to keep investors in interest and to help maintain the corporate concern’s public image/online PR.
What can your corporate blog do for you?
It is able to keep investors interested, and there are certain things you can do in order to have investors sign up for your RSS feed. These are the same things that will have people set up Google Alerts in order to see posts such as the ones in your blog.
There are also things you can do to keep interested parties reading your blog. You can use your blog to help you attract new members of staff.
There are posts that you can create that will maintain the interest of your competitors, industry experts, academics and potential business partners. There are also posts you can create that will help to improve your public image and online PR.
Give information that downright blurs the line of insider trading
This will keep investors interested. The things you write on these posts are the things that people set up Google Alerts for, and people who are looking to buy stocks and shares in your company will sign up for your RSS fee.
But, to make sure this happens, you need to publish information that is likely to alter your share price.
You will probably be giving press releases on this sort of thing anyway, so adding posts to your blog should not be a struggle. The best thing however, is that you are able to be a little more creative in just how positive your blog post is.
You are allowed to be a little more biased in your direction than you may be able to be on your yearly reports and press releases.
Blog about how well you are doing when your share price starts to rise
This will have investors and interested parties frothing at the mouth. People often try to understand why a share price starts to climb.
People want to get in on the ground floor (so to speak) before the share price becomes too high.
They also want a little reassurance that the trend will continue to go up.
If you explain that your share price has gone up, and then give a possible reason, it will lull investors and interested parties into a belief that you control your own destiny (share price) and that future trends may be anticipated.
Create a blog post about how happy your staff are every two months
This is good for your public image, but is also good for HR purposes.
A post about staff parties, staff events, or staff initiatives will make potential new staff more interested in applying.
You may even offer a place to submit an application at the bottom of the blog post.
You will need to do this sort of thing every two months so that any temporary staff-moral problems do not appear to be as big as they possibly are.
Plus, six posts per year about how happy your staff are cannot hurt your online and offline reputation either.
Post blogs giving information about new developments in your market/industry
This will interest your competitors, industry experts, academics and potential business partners.
You will receive repeat traffic from the people that matter in your industry.
These are also the people who are likely to inform other people about your blog too.
Post a blog about your charitable work at least twice per year
This is a nice and inoffensive way of improving your public image and online PR.
It is not as exploitative as advertising your charitable work, and only mentioning it twice per year does not make it appear as if you are doing it for the positive attention.
You could also make yourself appear whiter than white by showing people how they are able to help the charity that you have been helping.
BIO: My name is Kate Funk. I am an expert in coaching individuals in business networking skills and math tutoring .