Corporate SEM strategies aren’t developed in a vacuum; they’re made by committee. This means different corporations utilize blogs in different ways. Developing a corporate blog is like developing any other vehicle leveraged in an SEM campaign. Goals must be set, responsibilities assigned, an implementation timeline established, and results measured.
According to Backbone Media’s case studies, several blogs published by large corporations produced the following strategic benefits:
* Public relations: Corporate blogs provide another way to publish content and ideas, get information to customers quickly, and receive customer feedback.
* Sales generation: With transparency heightened, corporate blogs can establish industry-specific thought leadership, build online user communities, and increase sales.
* SEM: Blogs can boost search engine positioning, increase link popularity, and readily allow for RSS syndication. All these add up to increased site traffic.