In today’s generation, technology is the mold of basically anything and everything. Time after time, society is exposed to new ways in which technology improves the efficiency of any range of activity. One of the many example of this advanced efficiency is advertising, which was named marketing 2.0. In other words, social media and other internet websites are used as a platform for people to advertise and market brands, organizations, activism, or anything else needed.
Companies and organizations began utilizing marketing 2.0 through the use of corporate blogs to share content. A corporate blog is a specific type of blog for businesses or organizations which aims to spread the word or reach a certain goal for the business/company. Companies can supplement traditional marketing methods with Marketing 2.0 for things like branding, hype, promotion, and public relations. The video below explains the fundamentals behind this concept.
There are five types of corporate blogs: brand blogs, product or service blogs, employees blogs, blogs for special happenings, and sector blogs.
1. Brand Blogs:
Brand blogs advertise through social media networks in order to introduce the new and upcoming brands or to encourage pre-exisiting brands.
For example, Etsy, an e-commerce website that focuses on small businesses selling anything from handmade, vintage, or factory-manufactured products, created a brand blog to promote the website and attract more customers for vendors.
The Etsy blog creates diversity within itself by including sections of all products that are sold on Etsy. The blog is creative, organized, and informational at the same time.
2. Product or Service Blogs:
Product or service blogs serve as a purpose of testing a product or service and allow customers to post a review for the public to see.
For example, EverythingiCafe is a news, review, and community sharing blog that focuses on smart products for Apple and other companies. This blog helps people decide on a product they should purchase, navigate products, and guide them throughout the entire experience of owning the product.
EverythingiCafe listens to questions that are being asked about certain products and creates a clear guide in order for people to solve minor issues at home. This provides a great deal of convenience for users who are struggling with their technological devices. Below is an example of when EverythingiCafe walked people through deleting songs on their iPhones on iOS6 and iOS7.
3. Employee Blogs
Employee blogs allow employees to share their opinions about the company they work for on a public platform. This form of corporate blogging can either be beneficial or detrimental, depending on the company’s review.
For example, in September, 2016, a Target employee named Tom Grennell, created a blog on his Tumblr and Youtube accounts, where he shared interesting events that he witnessed while working on the job.
Grennell’s posts went viral and received a lot of feedback from people all over the world. These people wanted to hear more about his experiences, so he continued blogging about his daily occurrences working at Target. He began receiving questions from people seeking advice and answered them publicly.
Grennell began blogging on Patreon and is currently making $62 each month from his followers, or “Patreons”. Becoming a Patreon requires you to contribute at least $1 each month in order to view his posts. Grennell explains his purpose for employee blogging.
He notes, “as soon as I realized I had something on my hands, I decided what I wanted to do with it: I want to use my stories to promote positivity and optimism. My stories focus on the fascinating and uplifting sides of things, and I constantly strive to find the best in every situation“. This is an example of how employee blogs can have a beneficial outcome to corporations and individuals.
However, not all employee bloggers aim to promote positivity. Many former employees of a company often share negative reviews about their employers or the company in general, which does not go unnoticed. This can harm the brand reputation and be detrimental if corporations are losing potential employees that could benefit the company.
4. Special Event Blogs
Special event blogs help event planners and attendees by sharing advice about how to properly prepare for, host, and act during a special event.
An example of this is, Amy Nichols Special Events is a party planning company (mainly weddings) that created a blog to help others handle such events. Some of the posts focus on the event planner and others focus on the guest.
One post focusing on the event planner is “9 Tips for Hosting the Best Galentine’s Day Brunch“. In February 2017, Amy Nichols teamed up with another blog, Brit + Co, to combine and share creative ideas for hosting a Galentine’s Day brunch. Many women love celebrating this holiday with a group of friends and would find these tips extremely helpful for an event.
The blog post featured multiple photos in order to illustrate some examples of creative ideas for planning a successful Galentine’s Day themed brunch.
Amy Nichols Special Events also includes posts for brides to be. For example, one of her posts called, “8 Ways you’re Annoying your Bridesmaids without Knowing it“. This post focuses on wedding activities that might not initially be recognized. However, it can be useful for future brides to read about before getting married.
5. Sector Blogs
Sector blogs promote a certain product or market. Recently, Instagram has become an extremely popular platform for promoting products. For example, Fit Tea, a company that sells detox tea and other detox products has been promoted on Instagram by many celebrities. The idea behind this is that these celebrities are influencers to the public, and will potentially influence people to purchase the product. This
marketing tactic is commonly used to market products through social media platforms, like Instagram. This is just one of the many companies that have used celebrities to help advertise.
Corporate blogging is one of the best ways to advertise in marketing 2.0. Businesses have seen a high amount of success from using these blogging tips. What will be next?