Corporate Blogging Guide (4): Types of Corporate Blogs
So, you think you are ready to launch a corporate blog for your company? Based on previously set goals for your blog and the available resources, the most common types of corporate blogs from which you can choose are:
CEO blog
The CEO blog is the blog authored by someone from the company’s top management. The general trend for such blogs is to publish analyses of the main events in a certain filed, forecasts and statistics, this content pattern thus positioning the author as a thought leader.
Often times this type of blog will be strongly related to the company brand, its products and services.
A few famous examples of CEO blogs:
- Jonathan Schwartz (President & CEO, Sun Microsystems)
- Craig Newmark (CEO, Craig’s List)
- Jason Calacanis (CEO, Weblogs)
Entrepreneur blog
Similar to the CEO blog in what the editorial style is concerned, the entrepreneur blog is set apart by a significantly larger volume of information relevant to the author’s field of expertise and by diary-type entries describing the ongoing projects the entrepreneur is focusing on at the time.
A couple of examples of entrepreneur blogs:
Multi-author company blog
Several authors – company employees from different departments – publish content on this type of blog, each of them writing articles that cover their area of expertise. Often times these types of blogs turn into blog communities aggregating content published by individual, single-author blogs.
Corporate Blogging Guide (1): Introduction to Blogging
A few months back I was invited to attend, as a speaker, an event on corporate blogging where the people in the audience were mostly PR Managers for different companies in my country. Along with the PowerPoint presentation, I have decided to also give those who attended the event more information on corporate blogging through an eBook I wrote at that time.
The following post is the first chapter of that eBook, translated into English. The rest of the chapters will be also published, over the next few days, except for the weekend. Now, let’s see what corporate blogging is about and if it is the right tool for you and your business.
1.1 Blog, Blogging, Blogosphere
The term blog, contracted form of weblog, defines a certain type of website where texts, photos, audio or video content are published in chronological order, much like an online diary.
The first blogs date back to 1993 when the term was first introduced, but they only started to be used more frequently in 1998 when the first blog community, Open Diary, appeared.
The true hit of the online mainstream happened around 2002-2003, when the first blog reactions regarding the Iraq war were published and when Google acquired the Blogger.com platform, which allows any person with Internet access to create and maintain their own blog.
The Blogosphere comprises all public blogs and is defined as a community based on the theory that all existing blogs are somehow interconnected, often through blogrolls or links inserted in their content.
Click here to read the full blog post!