Most businesses today have figured out that a corporate blog is a great way to connect with customers. A blog can foster a more accessible feel for larger companies, and ingratiate potential customers by providing knowledgeable information on products and services.
But with so many companies jumping on the blog bandwagon, how can you make your voice stand out?
Putting on your journalist hat and applying editorial style to your corporate blog is a great way to overcome oversaturation and content shock.
Ryan Schradin, a director at Strategic Communications Group (Strategic), has spent the better part of a decade running online publications and social media programs for some of the world’s largest and most recognizable B2B and B2C companies. Ryan is the executive editor of Polycom’s online publication, Public Sector View, and Juniper Networks’ The Modern Network.
The traditional style of corporate blogs can come off feeling too promotional, and ultimately leave a bad taste in the reader’s mouth. According to Ryan, “no one will want to read the content on these publications if it’s just a bunch of regurgitated marketing materials. Readers need to feel the publication is a resource for them, a forum in which to share and discuss pain points and challenges, and a trusted source of information.” This is where editorial style comes into play.
Click here for an example of Ryan’s editorial content from “The Modern Network.” This particular editorial piece concentrates on how cyber security professionals can identify threats to their networks, a topic that is sure to be of interest to potential Juniper Networks clients.
If you’re interested in learning more about how to think like a journalist and bringing greater value to your own online publications, be sure to join Ryan for a free 30-minute webinar on Friday, June 27th at 9:30am, entitled “Think Like a Journalist: How to Create a Unique Experience On Your Corporate Blog.”
Here’s an overview of what you will learn:
- How to devise an editorial strategy for your corporate blog
- The importance of creating a unique experience for your customers in today’s marketing world
- Editorial methodology for constructing articles, videos, and podcasts.
- How to align a journalistic approach with your sales activities
- How to measure the success of your editorial once published on the corporate blog
Click here to sign up and learn best practices for creating a unique experience on your corporate blog!
