I was at a party over the holidays, and this is a question that one of my friends asked me. She's somewhat familiar with blogs but wasn't sure why a company would want to blog and how Compendium helps.
I started out by saying, "Are you familiar with search engine optimization?" and her eyes sort of rolled back in her head.
"Tell it to me in simple terms," she said. "None of that technical jargon."
Okay, so here it goes. I've said it before, and I'll say it again. Pretty much every organization has two needs in order to grow its business: acquire new customers and retain current customers.
Email marketing is great for the retention side. But what about on the acquisition side? How do you get in front of someone in the "just browsing" stage?
As I told my friend, blogs are an ideal acquisition tool. Go ahead and forget everything you think you know about blogging and just embrace this simple idea that blogs can help people find your organization.
Why is that the case? Because blogs are updated frequently, rich with topical, focused content, heavy with links, and build an age to the content. Those are all things that Google and other search engines, which people use to find information, like. Ultimately, it means that your organization's blogs have a much better chance of being the entry point into your organization than your corporate website has.
Tomorrow I'll come back with more details on the benefits of corporate blogging, but to start off 2008, ask yourself, "Why wouldn't my company want to acquire more customers." I think you'll have a good reason to learn more...
