Navtej Kohli IT updates Blog

Being in the IT industry for last 10 years, I am in touch with many
bloggers, some of them are corporate / business bloggers. When we used
to have discussion on corporate blogging, we get to know a variety of
reasons for business blogging… What I have noticed is that in many
cases, business blogging is all about generating relationships and
awareness through blogs in the niche market, before the audience /
prospects are even looking for business products and services.


So there are basically two types of business blogs, type 1 that
generates awareness about the business ins and outs and build
relationships through some sticky features ( usually the updated
content, community development and news about the niche market)ex:
SunSilk Gang of Girls Blog, type 2, having blogotorials that usually
depicts about the business products and services offered.


Both the variants of corporate blogs have their own significance and
eventually they help in decision making process of a prospective
customer. They retain the customers by building relationships and when
time comes, they will look into the blogtorials to browse through the
details of products and services offered. Since the customer will
already be having relationship with the business, it will help him to
decide upon a product or service quickly and blogotorials prompt that
action.


Now from the backend or on the management side of these
corporate/business blogs, two main approaches have emerged viz;
bottom-up blogging and top-down blogging.


Famous bottom-up blogging corporations include Microsoft and Sun. In
both the companies, their real employees post the blogs whatsoever come
in their mind. So by nature, it’s un-filterd, majorly fun, and somewhat
risky. However, when done in a proper way, it can change the face of
the corporation.


Majority of corporate blogging companies prefer top-down approach,
where they devise a blogging strategy with inputs from executives, hr
department, corporate communication department and legal. The
implementation part is also well defined that governs who will blog for
the company, on what subjects, at what time and place. Famous top-down
corporations include General Motors and Cisco.



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