Corporate blogging is not the kind of thing that comes easily and generates immediate success. When it come to social media efforts like blogging, there are upsides and downsides and both must be addressed in order to adequately prepare for a new project like a corporate blog. Here are some of the challenges that corporate bloggers are facing.

- Many do not receive the traffic numbers they desire.

There are not massive increases in the number of viewers on the web, and there are only so many hours available in the day to read blogs. While there are millions of blogs out there, only a few are able to rise to the top and really stand out.

- Blogs often require more time than the bloggers initially realize.

Blogging’s biggest concern is not actually money, but rather is time. When it comes to executives, the cost per hour can radically increase. Blogging is costly when it comes to time, and managing a corporate blog can easily take up 1-2 hours a day if not more of an important executive’s time if there is no social media manager in place.

- Being conversational is not always natural.

Traditional marketing is not quite the same as having a conversation at the corner coffee shop, so many writers who work on corporate blogs have trouble being conversational because they are more used to “carpet bombing” marketing rather than social media marketing.

- Blogs are not marketing campaigns, per say, so there is no ending date.

Bad blogs can easily whimper along for a long time, without anyone knowing when to call it quits. The same can go just as easily for great blogs, however. At what point is a blog supposed to stop?

- Some corporate blogs have legal issues and other hang ups.

The legal facet of your business may have trouble with the two way dialogue that is created, allowing objective content and negative content to exist within your blog. How do we react when our dirty laundry is aired in our blog, or when our readers post content or questions that we are not ready to handle? How open and honest should we allow our blog to be?

- Employee blogs do not necessarily represent the brand.

Just because your employees are working for your company, it does not mean they have the best interest of the brand at heart. Good employees are not necessarily good bloggers. Who do you really want to represent your blog? Some employees may inadvertently cast your brand in the completely wrong light.

- Success is difficult to measure.

Marketers can measure the success of their campaigns through registrations and visits, but with blogs, success is much more difficult to measure. The problem with blogs is that the social success can have different forms, including trackbacks, comments and other forms of conversation. Without raw numbers, how does anyone know whether or not success has been reached?

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Originally posted 2008-12-26 05:42:40. Republished by Blog Post Promoter

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Once you have made the decision to write a corporate blog, then you are definitely on the right path. However, one of the most important considerations that you need to make when planning for your corporate blog is this: Who are you blogging for? There are two different facets to the answer to this question. The first facet is specifically who you are intending to target, and the second is who is actually reading.

Who are you targeting?

The first thing that you need to figure out when putting together a corporate blog is who you intend on reaching out to. Are you trying to reach new potential customers, or trying to elicit feedback from your readers on the products or services that you offer? Is your main target audience people in the same industry as you, people who operate within your company, or people who are looking to learn more about what you offer?

Who you are intending to write your blog for will determine what you write and how you write it. You need to have a good idea of who your target audiences are when you put together a blog, because a lot of your effort is going to go to writing to reach out to these target readers. If you do not already have a clear cut idea of who you intend to reach out to with your blog, then you have some things that you need to figure out before you start writing.

Who is actually reading?

Something to consider is that the people are reading your blog may or may not be the people who you are actually intending to target. Just because you want to attract new customers doesn’t mean that is who is going to find and want to read your blog. Just because you are attempting to attract people with a certain interest does not mean that is who will find your blog.

You need to be able to determine who is actually reading your blog in order to improve your capability of reaching out to additional readers. Are you attracting people from certain niches? Are you attracting readers but no potential customers? Are you reaching out to the right people, or are you having trouble getting the attention of those who really matter to you? Once you know who you want to target, and once you know who you are actually targeting, that is when you can improve the capabilities of your blog and work on reaching out to new audiences.

One of the biggest questions that you can ask yourself when you start putting together a concept for a corporate blog is this: Who you are blogging for? Once you know who your target audience is, that is when you can truly become effective as a corporate blogger because it will allow you to target your blog entries, website content and other details of your blog specifically to suit your target audience for the greatest effectiveness.

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Originally posted 2008-10-16 05:18:24. Republished by Blog Post Promoter

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