The emergence of blogs as a force in the online media landscape is self evident. Technorati, the largest blog search engine, announced in August that there were now over 50,000,000 blogs in existence and comScore Media Metrix reported in July that 34% of the total internet audience visited a blog during the previous twelve months, up 56%. That’s 58,700,000 people. According to the PEW Internet Survey the blog audience stands at 20% of the newspaper audience and 40% of the talk radio audience.

Developing and operating a corporate blog for Marketing, PR or Corporate Communications can seem challenging to many companies. At the same time the benefits of being an early adopter are overwhelmingly positive. It’s for this reason that we offer consulting and strategic development services to public and private companies interested in starting their own blog or having one developed for them.

At Corporate Weblogging we believe there are six key reasons for any business to blog.

• Build better online brand presence
• Enhance visibility and establish your company as an industry or topic expert
• Show shareholders, customers, employees and partners that you are an industry leader
• Launch new products and services, generate buzz
• Evangelize your companies products and services and protect yourself when problems become public
• Establish another channel for public, media and shareholder relations

Blogging is a strategic decision and has many possible implications. Done properly a blog can become a highly successful addition to a Marketing, PR or Corporate Communications program. It can increase visibility of your company with investors and the media; provide a reason for shareholders, customers, and industry participants to visit your website on a constant basis; generate leads; demonstrate thought leadership; and improve search engine rankings. Done badly it will provide no benefit to your company whatsoever.

A Corporate blog should have a distinct focus and goal. To deliver value, it should be created with a specific purpose in mind and set expectations in regard to the subject matter. A specific focus can parlay your company into a thought leadership position. A company should also consider carefully who their online blogging community is and how they should position themselves within it; therefore as part of our consulting program we conduct an assessment of your blogging community before making a recommendation to blog, or what to write about.

Corporate Weblogging provides detailed assessment reports outlining the best opportunities for you to enhance visibility, position yourself as a thought leader in your space, attract investor and media attention, and integrate a Web 2.0 approach to your overall communications programs.

Determining how a blog fits into an overall Internet marketing strategy is essential. Based on corporate goals a wide range of promotional and marketing alternatives are available including distribution through InvesLogic Inc., registration and distribution of RSS feeds through search engines and directories, search engine optimization, integrated press release optimization strategies, pay per click, pay per post, and banner advertising campaigns etc.

Corporate Weblogging provides blog management services designed to assist companies with launching or operating their own blog.