By: Fred Coon, Chairman, CEO

Corporate blogging is the fastest growing medium utilized by various business leaders and companies today. Corporations and senior executives are realizing the significance of a strong corporate blog in respect to marketing various services and products, improving customer service, and maintaining a solid company brand.

As a result of achieving significant success in the development and maintenance of a sophisticated blog, corporations can expect to see an upsurge in business through the growth of sales and customer relations.

However, like I mentioned above, there are certain aspects of the blog that need to be taken into consideration in order to reach all of your goals. The following observations that need to be considered are as follows:

#1 – Established Subject / Topic: Maintaining a Solid Focus

Blogs with a clear objective and focus are the blogs that drive and increase business and enhance customer service for a corporation. A blog that fails to fully convey an organized focus and direction ends up confusing and disengaging the readers. Focusing on one major topic will better establish and engage a strong audience.

For example, if a blog is focusing on the overall executive job search, you can include multiple sub-topics encompassing “Executive Interview Preparation,” “Executive Resume Writing,” and “Salary Negotiation Techniques for an Executive.” This will in turn succeed in gaining more referrals and clients for the corporation.

#2 – Maintain a Strong Connection with the Targeted Audience / Readers

Interaction with your readers through strong communication strategies and a talk with the audience approach succeed in maintaining a strong audience for a blog. This can be accomplished through consistent interaction with the audience as a result of encouraging feedback and really listening to all readers.

#3 – Encourage Readers to Respond

A blog with a strong interaction process that includes the opinions and viewpoints of both parties is proven to generate more referrals, increase blog subscribers, and in turn, improve the overall company growth. A broad, two-way viewpoint strategy among the corporation and the readers will succeed in encouraging participation and enhancing customer loyalty.

#4 – Maintain an Open-Minded Approach on a Particular Subject or Topic

While it is essential for a corporate blog to maintain and focus on a particular subject or topic, you want to make sure to add and maintain a little excitement and interest through the addition of a subject outside of, or parallel to the blog’s main focus. Without this approach every now and then, your blog can become dry and monotonous. If done successfully, the blog will succeed in maintaining the interest and motivation of your readers.

#5 – Stray Away from a Single Blog Voice

By limiting the voice of the blog to only that of the CEO or executive team members, you can significantly reduce the life and character of the corporate blog. By inviting additional ordinary employees to participate and speak their mind, you will increase the interest, motivation, and participation of your audience. These employees definitely possess interesting and useful opinions and information, allowing for a much more open minded and broad corporate blog.

By following the advice above in the development and execution of your corporate blog, you will in time, experience a significant upsurge of success in customer relations and business development. Good luck!