Corporate Blogging: A new marketing communication tool for companies.

Blogging has grown exponentially on the Internet. Today, many organisations are involved in corporate blogging as it most innovative and fastest growing marketing and communication tools. A corporate blog is published by an organization to achieve its organizational objectives.

Blogs allow corporations to connect with their stakeholders in a more personal way and thus strengthen their image, brand, and customer loyalty. Comments posted on the corporate blog allow instant feedback. It’s also a good way for a company to deal with criticism and other crises. In return, the blogger can respond which creates a close relationship. This will save these organizations large sums of money otherwise spent on market research.

Blogs are great for search engine marketing. By writing an article a day, a business can very quickly build up a massive blog archive packed with keyword rich articles. Thus, blogs are easily found by search engines. It can indirectly achieve the purpose of marketing.

Corporate blogging can help in increasing a firm's transparency in the market. In Steven Warren’s article entitled. The Benefits of Corporate Blogging, he says, "Passion sells. People will read and follow you if you are passionate and really love what you are writing about. A passionate blog will reach more people than any high-dollar ad campaign.” It allows increasing awareness and getting out their message and personality.

In conclusion, more and more companies are enjoying the benefits of corporate bloggingas it serves as an effective and new marketing communication tool. Nokia, Microsoft and Dell are the examples of developers of best standards for corporate blogging.