What Left Brain’s UK counterpart is thinking

November 25, 2008 | Written by

As Ruder Finn expands its blog network, my colleagues on the other side of the pond at DotCom ask an interesting question: Why are we blogging?

It’s an important question that our clients, friends, and co-workers ask as we implement digital campaigns. In addition to Alison’s reasons of showing allegiance to a company vs. company unity, I would add that corporate blogs broadly can be used to:

• Build online presence: you can’t be known as a blogger if you don’t blog. Also, it’s good policy to practice what you preach.
• Establish thought leadership: corporate blogging can be used to show that you’re a smart thinker, and if you have an active community of commenters, possibly even develop your ideas further.
• Showcase client work: corporate blogs can and should be used as additional marketing tools when appropriate. Your own corporate blog can be your first blog hit. Use it if you got it.
• Drive new business / recruiting: this is one more point that pajama bloggers might find distasteful. But the ultimate goal of being known, having a good reputation, and doing good work is to grow your business and attract great talent.

I look forward to reading more from Left and Right Brains’ UK counterparts DotCom and DotOrg. Cheers!