Skip to main content

Is corporate blogging passé?

Facebook Fan Page is the hottest trend today as almost everybody I know is looking at this medium to target their audience.

However, as much as Fan Pages are hot these days, I feel it works better as a channel rather than a content platform. A channel similar to Twitter but the difference is that you can add video, photos, audio and interaction with your fans.

But what about corporate blogging? Is it passé?

I wouldn’t say corporate blogging is passé but the problem lies in getting the authors to blog.

Some designated authors have a great start in putting up one post and the enthusiasm disappears after that one post. Talk about a one post wonder.

Usually most of the designated authors will respond saying they have no time to blog.

I don’t find this statement surprising. I don’t think time is the issue, it is the inertia to start that post is the biggest cause of the problem.

I have thought of these problems and have some suggested solutions for them, but I would like to touch on the importance of corporate blogging.

The corporate blog can be your anchor point to all your other social networking activities. This means that if you are looking at Facebook Fan Page or Twitter as part of your social media activities, what better but to link it back your blog than to link to third party sites.

The way a blog is structured also helps with getting visibility on Google search. This is because one of the variables of the Google equation looks at how often the site is updated. Hence, once you have a new post up on a blog, it becomes number one and to the Google engine, that is an updated site.

Furthermore, search spiders usually scan the page from top down left right. Hence, if you are smart enough to put the right keywords in the title or as early in the first two paragraphs of your blog, you will more likely achieve basic SEO.

Content is still king and it is what the Internet strives on. Hence, the more content you put on your corporate blog, the more visibility you get for the company.

Though the importance of blogging is laid out clearly, you would need to solve the problems that comes with it.

The biggest problem of corporate blogging is overcoming that inertia of posting.

Every experience writer will tell you that for every story starting is always the most difficult. Once you get started, the words start flowing.

For a corporate person who is responsible for numbers, sales and marketing, it won’t be surprising that his/her inertia is greater than that of a seasoned writer.

One solution I have is that the company hires an external blogger to blog from a third party point of view, something similar to a journalist interviewing a spokesperson from the company.

Of course, the blogger would have to put up the usual disclaimer. But this overcomes the cons of ghost blogging. I don’t believe in ghost blogging as I feel that an individual style of writing is as unique as fingerprints.

No two styles can be the same and once that ghost blogger is gone, it is hard to replicate the style.

Also, to regularly beef up content for the corporate blog, come up with a blogging editorial calendar.

If you already are engaging a third party to blog, get the third party blogger to work with your PR, Marketing and Sales team to come up with an editorial calendar which allows for each department to know when a subject will be blogged about.

This provide time for research which is vital for any article or post. Furthermore, once the post is up, the PR, Marketing and Sales team will be able to use that post to send it to their target audience. All you need is a link!

If you are interested to start a corporate blog and would like some advice, just drop a comment or send me a private mail at aaronkoh(at)


Popular posts from this blog

Why is Ramly Burger banned in Singapore?

Yahoo Singapore ran an article of the Ramly Burger by highlighting that it is ban in Singapore.

Yet, the writer from Makansutra failed to address the most important issue of why the Ramly meat patty is banned in Singapore.

A search online easily did highlight that the famous Malaysian meat patty is banned by the AVA but didn't go into details.

Wrote Arlina Arshad for The Straits Times in January 2004,

"But the importing of beef and beef products from Malaysia is not permitted, said theAgri-Food and Veterinary Authority (AVA).

Selling and supplying them without a permit is also an offence, and offenders can befined as much as $50,000 or jailed two years, or both, said the AVA."

In May of the same year, another article highlighted that a man was even charged in court for "smuggling" the Ramly burger in 2004.

"The AVA said that meat products processed in Malaysian food factories which it had notapproved were banned here.Suzali was yesterday jailed for four month…

Did She Run Or Did She "Just Fake It" For Adidas?

Andrea Chong, a Adidas appointed influencer, posted a photo of herself in the middle of the Standard Chartered Singapore Marathon 2015 and captioned how she was "all smiles" during the run.

Unfortunately for Andrea or the PR agency, one of her readers checked her bib number #75148  at the Marathon's website only to find it to belonging to somebody else.

That somebody else is Kuvin Kuar, a intern at Edelman PR and the bib number had a status "DNF" or did not finished.

This raised the first red flag as one of the rules stated that "A Participants is strictly not allowed to transfer his or her race entry to another party".

This cascaded into perceptions that Andrea herself did not even start or complete the race and was only "planted" by Adidas or the PR agency, Edelman PR, to look pretty in the marathon.

Marketing Magazine noted that Adidas declined to comment about the incident which lead to further speculation that Andrea was possibly just …

Kudos To Huawei 2 Year Warranty For P9 Series

When it comes to smartphones, I think I am jinxed.

For my history of owning smartphones, every time it comes close to the end of the two year contract with my mobile service provider. This time round, it happened to my Huawei P9.

All of a sudden, the LCD screen sort of decolourised. I thought it was a temporary issue but the decolourisation lasted for a few hours. Then the nightmare began.

The touchscreen couldn't be touched. This made it the smartphone a brick.

I thought the Huawei P9 only had one year of warrant. With my contract ending in mid-year, I thought I would have to wait it out till the contract ended and allowed me to buy a new phone under a contract.

Luckily, a friend reminded me that the phone came with a 2 year warranty.

So I decided to go to the Huawei service center, right smack in the center of the city, to see if my phone is under warranty and if Huawei would honour their 2 year warranty.

Thankfully, Huawei isn't as popular as the Samsungs or Apples, and the …