Why would I establish a Corporate Blog?

Penn Olson in their blog on Corporate Blogging Strategies describes four different reasons for creating a corporate blog:

  1. Build thought leadership; Becoming a trusted resource in a particular topic.
  2. Demonstrate corporate culture; To reflect an authentic corporate culture to help others understand the company better
  3. Connecting with leaders; To build better bonding through sharing.
  4. Branding; Establish or strengthen a desired brand image.

I am working through a complete, bottom up, redesign of our corporate web site with David Brakoniecki, one of our Principle Consultants, and I intend to include links to my personal blog and the blogs of my senior team. I am, however, struggling with the concept of a Corporate Blog. For me, blogging is personal. I may write business posts or I may write about things happening in my personal life. The key is that they are my thoughts. They are not my company’s thoughts. I like the idea of building thought leadership, demonstrating corporate culture and strengthening the Axispoint brand. I even like the idea of becoming more accessible but I fail to see how a corporate blog can achieve this. Would I write something different in a corporate blog than that I would write in my own blog? Would I hand over the blogging to my Marketing Department? If I did hand it over, would it no longer be a personal statement?

About Peter Borner

Peter is an entrepreneur and successful business leader. Currently leading a consultancy firm specialising in technical diligence for M&A and advising global firms on IT consolidation and migration to consumption based costing through the use of Cloud Technologies.