September 28, 2009 at 9:19 AMHow much do you try to control your message?
In a previous life, I worked as the Director of Marketing for a software company. We’d been bought and sold a couple times by multinational corporations. Given our competitors were having a field day spinning our story to their advantage, I kept strict control on the message that we pushed out. As an engineering company, we had a lot of bright people – admittedly busy, bright people –- that I could have leaned on to contribute to a corporate blog. I opted not to at the time.
My decision today would be very different. While ensuring a corporate policy on blogging would be in place, I would recommend a blog for all technology companies. My reasoning:
- The conversations will happen (either on your blog or somewhere else). Wouldn’t you prefer to be aware of it?
- Your customers are on the web....you should be engaging them in one-on-one conversations where possible. It’s cheaper than flying to a tradeshow.
- Thought leadership content. Blogs will naturally gravitate to topics near and dear to your customers. These key words, and the related links to and from other industry sites will help with your own site's ranking for key search words
There are too many conversations taking place on the internet to limit them to “off corporate site”. All technology companies, if they haven’t already, need to start blogging to set up a direct dialogue with their customers and prospects.
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