Let’s take a look at how some major brands are utilizing company blogs, how they are doing, and ways they could improve. Coca-Cola has an off-site blog called Coca-Cola Conversations which focuses primarily on Coke collectibles.
The clear description at the top, the faces of their team in the right sidebar, and the social media icons are all things to admire in this blog.
While posts are short and sweet, they don’t end with a compelling reason to comment such as asking for thoughts about the topic of the post. Southwest hopes people will be as excited about its off-site blog Nuts about Southwest as its own team members are.
This blog does a great job with social optimization in the sense that the designers have placed have all of the main social icons right at the top of the sidebar, as well as social sharing buttons for each post right on the homepage. Southwest has better engagement than most corporate blogs, with hundreds of social shares for some posts and anywhere from the goose egg to 25 comments. Engagement on this blog seems to be slow but steady, with a few comments per post and anywhere up to 100 likes per post. Comments and shares per post are pretty good, with many posts getting 15 – 25 comments and one with over 9,000 likes on Facebook. If you still need more blogging inspiration, visit Alltop’s listing of the corporate blogs including their latest five posts. Sprout Social is an advanced, collaborative social media management platform for teams of all sizes. According to Forrester Research, corporate blogs rank at the bottom of the trust scale with only 16% of online consumers who read them saying that they trust them.
Here is a list of 10 companies that really get corporate blogging and produce blogs that are informative, fascinating, and a joy to read even for people who aren’t die-hard fans of the company. A few years ago, when I was looking for a hosting service for my personal blog, I stumbled across Laughing Squid and ended up choosing them in large part because they had such an amazing company blog. As their website states, Laughing Squid is first “an online resource for interesting art, culture and technology” and second “an independently owned and operated web hosting company.” These guys focused on content first, and it’s a strategy that seems to working. Laughing Squid knows that great content helps sell, and they’ve definitely got the blogging part of the business down pat. Almost every article you read about corporate blogging tells you that posting only about your products and services on your blog is a big no-no.  It can seem disingenuous and too promotional, especially if the information isn’t essential to the audience. If you’d like to keep your main corporate blog focused on industry news and insights, but would also like the flexibility to announce product updates, creating a products blog, or dedicated Twitter stream, can be  a great option.
Operating in an industry that’s not getting the most love from consumers these days (as illustrated by Alec Baldwin’s recent meltdown on an American Airlines flight), Southwest has found a way to endear itself to its customers.
This is in part due to a clever social media strategy and their well-known blog: Nuts about Southwest, which is one of the world’s best-known corporate blogs. I came very late to the Evernote party, having just discovered its prowess recently (as there are now 20 million users of the product), but I was impressed when I learned they have an excellent company blog.
Evernote has streamlined their blog design to incorporate a number of categories, which includes product updates, tips and stories, friends and partners, a podcast and general business updates, which they call their “notes.” All of the sections are segmented into tabs for easy browsing and the blog utilizes a variety of multimedia including photos, videos, and podcasts to keep it interesting. We’re big Patagonia fans around Postano headquarters (expect to get a few raised eyebrows if you wear Mountain Hardwear to the office…), but aside from loving their gear, we’re also head over heels for their company blog, The Cleanest Line.
Patagonia is a company that sells high-end adventure gear and they do a marvelous job featuring reader stories of , what else, but high-end adventure! The magic of social media and content marketing is finding a way to enable your customers to carry your brand promise through to their stories. I would hope that any photo community site would have an amazing, visually driven blog, and Flickr has accomplished just that.
Emphasizing their community’s amazing photography talents and contributions to their site, Flickr’s blog highlights community members and groups by featuring their photos. Almost everyone loves to eat, and Whole Foods has taken this nearly universal love and used it to power a great company blog called The Whole Story. With multiple authors, recipes, videos and more, Whole Foods is doing an excellent job leveraging their great content into a blogging and social media strategy.
General Motors was one of the first major automakers to realize the power of corporate blogging and that regurgitating press releases is not what blogs are made for. General Motors has also used creative strategies in expanding their audience by enlisting already established bloggers to create content for them, as exemplified by their recent Cruze-arati campaign by GM property Chevy. Google is a monster company with thousands of employees and some of the top talent in the tech world, which gave them the perfect opportunity to leaverage their employees to fuel an informative and interesting company blog. Depending on your blog’s focus, it may be beneficial to include bloggers from different areas of your company, especially if you have multiple departments with many different focuses.
Another strategy altogether different from Google’s is to pass the keyboard directly to your founder or CEO.
There are a small number of CEOs who are taking their company’s online strategy into their own hands (like Anthony Casalena from Squarespace, another excellent company blog that did not make this list). One of the leaders outside of the tech industry who has taken charge on the blogging front is Bill Marriott, chairman and CEO of Marriott International, the worldwide hotel franchise. Via the company blog, Marriott on the Move, Marriott posts about the company’s recent activities and gives readers a look into the various offerings at hotels around the world, while also incorporating updates about his travels, family life, and interests. This entry was posted in Other and tagged best company blogs, company blogs, corporate blogging strategy, successful corporate blogs by Julie Blakley.Julie Blakley was the Digital Marketing Manager for Postano, where she was in charge of managing everything from content creation to social media to SEO.

Blogging is not for every business, but I’ve outlined 5 tips for your company to consider before starting your company blog. Deciding who should be the main author of your company’s blog does not have to be a major hurdle. Choosing the right blogging platform to publish your blog is dependent upon many technical factors, but a simple way solution is to try what everyone else is using.
Create a blogging policy and set guidelines that define the interaction between your company blog and its readers. My biggest challenge with writing for this blog is blocking off the time to write content. Frequently publishing brief posts that focus on a single idea and set of keywords will provide search engines with more pages to index from your website. Well written, longer posts are the best at engaging readers and will generate links to your website. If you have any questions about blogging or social media, please contact us and we’d be happy to chat. Blogging for your business has become an effective marketing strategy for companies everywhere. What we find out along the way will help you develop the best approach for your own company blog.
This blog does a good job at relating the company’s products to current events, such as a recent post about celebrating Harry Potter with a Coke. While the blog boasts of receiving its one millionth visitor at the beginning of July, its engagement rate is much lower — to the tune of only two comments on the last ten posts. The blog has a social stream in the sidebar that shows the latest updates from Southwest’s Twitter account, along with new posts and comments. Like Coca-Cola, Southwest is also missing that closing line that invites people to want to respond to their post.
While the Disney brand is at heart focused on the kids, this blog’s content is perfect for parents looking to get some traveling tips. Disney does not include social sharing buttons for Twitter and Facebook at the bottom of every post, either.
Again, the common lacking element is the call to action leading readers to want to comment.
It focuses on the culture of coffee drinkers, from the food to elements that make up the coffeehouse environment.
Starbucks’ team definitely has a strong grasp on what its community is interested in and what will get that community talking! Most are composed of around 700 words, meaning that when Quicken offers seven tips on college tuition savings, you’re really going to get some detailed advice and not just aggregation of information you see elsewhere. They post everything from amazing photos of paint being dropped into water to news about Google Currents. Noise to discuss “design, business, experience, simplicity, the web, culture and more,” and their Twitter stream (which was formerly  The Product Blog) to discuss their products, including Basecamp, Highrise, Campfire, Backpack, Writeboard, and Ta-da List. Despite people generally hating airlines, Southwest has risen above this with a quirky, honest blog about travel and the people who make it happen. People love participating in projects that feature their work, and Flickr has found a way to harness this power. Their recent post on damage caused by the Santa Ana winds in Los Angeles was powerful and showed amazing visual storytelling.
GM talks a lot on their blog about their cars and trucks and the design choices they make while creating them, but they also throw in interesting treatises on current hot-button issues, such as alternative energy. Looking at posts from the past few days, I found updates posted by a Policy Manager in Amsterdam, an Engineering Director, a Global Marketing Director, and a Senior Product Manager— that’s a diverse crowd. Influential leaders make it their profession to gain a following, so blogging isn’t too much of a stretch for most. The blog allows readers to interact directly with Marriott, bringing them closer to the man at the top. A University of Oregon Journalism graduate, Julie found herself working in the world of digital marketing and media after college and hasn't looked back since. Blogs readers are usually looking to read about your experiences and insights, or even engage you in conversation – they generally tune out advertising. If you sell a complex product or service where customers need guidance from an expert, try to find a way for one of your experts to do the writing. Currently WordPress is the most popular blogging platform (and it’s pretty and making full websites too), but other popular platforms include Tumblr, Blogger, Posterous and Movable Type. Setting rules and expectations will help you avoid bad publicity and protect your credibility.
Longer posts should reference other bloggers or link to related topics – which will in turn add to your credibility of your blog. It allows your business to share valuable information with your customers, making you the expert and trusted professional that they will continue to come back to for more. In blogging platforms such as WordPress and Blogger, there are options that allow you to include share buttons under each of your posts and pages. Make sure that you include links to your company website in your blog posts and in your menu bar or sidebar.

You want to make your blog as easy to navigate as possible, while keeping all of your marketing goals in mind.
When readers post a comment or question on your blog, they re trying to engage with your brand. Linkbacks, or trackbacks, are important for you to become recognized in the blogging world. You want to make your blog as easy to read and visually aesthetic as possible for your guests.
As you become more comfortable with widgets and plugins that different platforms offer, you will be better able to make your blog the best it can be.
I really appreciate your efforts and I will be waiting for your further write ups thanks once again.
Then, once you have a sense of what you’d like to do with your company blog, we have some tips on how to make your blog appear in search engines so people can find and enjoy your content.
However, excellent writing that more subtly encourages discussion can make up for that omission.
Five years later, she's applied her innate curiosity (and inner geek) that led her into journalism to the world of tech, web writing, social media and marketing businesses online. The most successful corporate blogs consistently provide valuable content to readers, not just information about current promotions. If your offering is simple, choose a blogger with personality and the ability to write in a conversational style, often.
The new world of consumer-generated media requires an understanding of how to react to comments and customer blog posts, and how to research and write your own blog posts.
But the content you create is not the only way to make your blog successful, although of course it plays a very important role.
When there are Facebook, Twitter, StumbleUpon, and email buttons under your articles, it allows the reader to share the wealth of information you have supplied them with.
Once consumers have read your articles and enjoyed what you had to say, they will be able to learn more about your company through these links. One of your main goals when blogging should be to get as many subscribers as you possibly can.
Make sure that you respond to all questions or debates, even if they may argue with what you are saying. Link to other bloggers who may have relevant information that will further prove a point you are trying to make.
Some corporate blogs have a phobia of that practice, but the merits or downsides to that depend on the circumstances and each company’s search engine optimization strategy. Before you start blogging, see what successful bloggers in your industry are doing right and then decide how you want to share your stories with readers. Sometimes the best person to write the blog is just someone in your company who’s passionate about social media. Taking the time to think about every post before you publish will save you embarrassment and public criticism. There are other strategies that need to be used in order to make your business blog the best that it can be!
This will help to increase traffic to your business blog, so that many more consumers can learn that you are the trusted and knowledgeable professional in your industry.
You should also include links to your Facebook, Twitter or YouTube sites, so that readers can engage with you even more.
This allows your interested readers to automatically receive any new posts through their email. This opens a place for discussion, and eventually, readers will know they have the ability to communicate with you effectively. This helps to create relationships and will get you featured on other blogs, which in turn increases the traffic to your site. Additionally, use a background image that will not take attention away from your articles or that will make them harder to read. If you would like us to take a look at your blog and offer some suggestions for it, please leave the link to your blog below. In order to optimize your layout to obtain more subscribers, make sure you place the email subscription widget at the top of your sidebar. You want your reader to stay focused on your written work, while giving them some options to get a better idea of your company and social media sites. Acknowledge every kind of conversation on your blog in order to keep your readers coming back and to keep your trustworthy image. With the new reality of personal publishing, this critical backlash can remain online for years to come.

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