So, did you ask yourself if a blog is the right thing for your company? Is it a solution that will boost your business instead of being a resource consumer? If so, it’s time to find out what options are there in terms of positioning a corporate blog.

Each company has its specific communication needs. Based on said needs and other established targets, a newly launched company blog can help achieve specific goals, such as:

• Becoming an alternative, and dynamic method to publish content;
• Positioning employees as thought leaders and experts in their respective fields;
• Building a community around a company, product or service;
• Boosting sales;
• Encouraging customers to send their feedback;
• Speeding up customer service;
• Gaining you exposure through both new and traditional (print press, radio, TV) media;
• Positioning you as a trendy company that keeps up with new technologies;
• Becoming and effective channel for crisis communication;
• Supporting your HR efforts by offering an “alternative” look at your team and thus attracting new job applications;
• Helping your company rank higher for specific search phrases and attracting new backlinks.

It’s highly recommended to establish a set of complementary goals. If a company manages to focus on and reach its main goals, the adjacent targets will also be achieved at the same time.

Here are a couple of examples of complementary goal sets:

• Building a community + boosting sales + attracting feedback
• Positioning yourself as a thought leader + building a community + gaining media exposure

Other chapters of the Corporate Blogging Guide

Chapter 1: Introduction to Blogging
Chapter 2: Critical Questions Before Launching a Corporate Blog
Chapter 3: Setting up Goals and Blog Positioning (current)
Chapter 4: Types of Corporate Blogs
Chapter 5: Blog Editors & Editorial Policy
Chapter 6: Blogging Tips to Get You Started
Chapter 7: Blog Performance Tracking Tools

Free PDF eBook: Corporate Blogging Guide by Blogsessive