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Corporate Blogging Guide (3): Setting up Goals and Blog Positioning

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Have you read "How To Be a Rockstar WordPress Designer" yet?

So, did you ask yourself if a blog is the right thing for your company? Is it a solution that will boost your business instead of being a resource consumer? If so, it’s time to find out what options are there in terms of positioning a corporate blog.

Each company has its specific communication needs. Based on said needs and other established targets, a newly launched company blog can help achieve specific goals, such as:

  • Becoming an alternative, and dynamic method to publish content;
  • Positioning employees as thought leaders and experts in their respective fields;
  • Building a community around a company, product or service;
  • Boosting sales;
  • Encouraging customers to send their feedback;
  • Speeding up customer service;
  • Gaining you exposure through both new and traditional (print press, radio, TV) media;
  • Positioning you as a trendy company that keeps up with new technologies;
  • Becoming and effective channel for crisis communication;
  • Supporting your HR efforts by offering an “alternative” look at your team and thus attracting new job applications;
  • Helping your company rank higher for specific search phrases and attracting new backlinks.

It’s highly recommended to establish a set of complementary goals. If a company manages to focus on and reach its main goals, the adjacent targets will also be achieved at the same time.

Here are a couple of examples of complementary goal sets:

  • Building a community + boosting sales + attracting feedback
  • Positioning yourself as a thought leader + building a community + gaining media exposure

Other chapters of the Corporate Blogging Guide

Chapter 1: Introduction to Blogging
Chapter 2: Critical Questions Before Launching a Corporate Blog
Chapter 3: Setting up Goals and Blog Positioning (current)
Chapter 4: Types of Corporate Blogs
Chapter 5: Blog Editors & Editorial Policy
Chapter 6: Blogging Tips to Get You Started
Chapter 7: Blog Performance Tracking Tools


Free PDF eBook: Corporate Blogging Guide by Blogsessive

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