How to Bring Your Corporate Blog Back to Life
Businesses that strive to stay ahead of the technology curve have it rough. Their dedication and curiosity keep the company up-to-date and relevant. But the rapid pace of technological change can make the task seem overwhelming, or even hopeless.
And let’s face it: For many businesses, positioning oneself on the cutting edge can quickly take a backseat to simply maintaining an doptimizing day-to-day operations.
The result can be what feels like a never-ending game of“Catch Up”, and we at Woden couldn’t help but think of our friends and clients in corporate marketing departments last week, when many of the blogosphere’s most influential and central architects declared blogging “dead”.
We could almost hear the collective exasperation from our peers all over: “Wait a minute! After finally convincing my boss, setting up our corporate blog, mastering the form, training my subordinates, and gaining some traction, the entire effort was for naught?”
Fortunately, the answer is much more nuanced and optimistic than that, but it doesn’t mean that blogging as it’s long been understood is here to stay.
To clarify, BuzzFeed’s Ben Smith, himself one of the early exponents of the form, observes in a lengthy (bloggish?) post what’s happened. He says that the once-vibrant network of blogs that used to exchange traffic and engage in heated discussion, via links and comments, about virtually every topic under the sun has since evolved into (or, perhaps, been subsumed by) a more fragmented ecosystem of independent media outlets, social channels, and lightning-fast mobile communication. Much of this activity is now often driven by apps.
All is not lost, though. The best take on things that we’ve seen comes from GigaOm, which suggests that blogging is alive and well, if we just happen to call it something different now.
Indeed, the spirit of blogging remains; many of the stylistic elements that we now take for granted on social media, new media outlets, and even A-List journalistic stalwarts was pioneered, refined, and perfected during blogging’s mid-2000s heyday.
Still, what are the implications for businesses, who may have just come become comfortable in the medium, now that the landscape is been irreparably fractured?
To start, a shift in perspective is necessary if corporate marketers are to be successful. Instead of seeing a corporate blog as the end-all-be-all of digital messaging strategy, marketers must now look at it as just a piece (albeit an important one) of a larger, holistic marketing spectrum in order to drive traffic. After all, the best content in the world doesn’t count for much if no one’s reading it.
This change obviously has implications for the type of content that must now be produced – as audiences become more fickle and fragmented, they’re less receptive to content that feels like a “pitch”. Instead, corporate messaging must be helpful and empowering, not overtly persuasive.
Finally, more than ever, your intentions, as both a business and a digital voice, must be clear if you are to deliver the authenticity that fractured audiences demand.
Does this all sound like too much? Then give us at Woden a call. We’re Sherpas of this new digital terrain, and dedicated to helping businesses thrive in it with compelling messaging that sings, capturing audience attention, regardless of medium or channel.
Many of blogging’s dictums – transparency, accessibility, authority – are core components of the strategies we employ on behalf of our clients. At the nucleus of all that we do is a refined, captivating brand story, a narrative project developed through hours of meticulous research and brainstorming, that captures our clients’ most compelling delineations and motivations, and guides subsequent internal and external communications.
From these stories, cohesive messaging flows effortlessly across myriad channels, and what may have once been regarded as discrete “silos” in a firm’s marketing mix (i.e. websites, social accounts, blogs) are easily aligned with a single narrative arc that guarantees audience engagement.
So contact us today. We’re ready to help you write your story.