Once you have satisfied yourself with the nature of a blog by looking at examples and digesting the key elements, it is important to establish a motivation for blogging. Naturally your motives may be many and various:
- internal or external communication
- desire to join 'the online conversation'
- need to boost internal morale
- seek out customer advocates
- build and manage your brand
- establish and enhance your reputation
- display thought leadership
- offer credible advocacy
- create an easily accesible support tool
- to provide a human face
- to establish a unique feedback loop
- to develop PR and marketing goals
- to enhance human resource reach
In most instances business bloggers have 2-3 aims in mind and other positive outcomes come as a side effect. What is clear is that a primary aim is useful to get started and to remain focussed. Once the blog has been started it is worth assessing if the aim is being achieved and/or whether it needs to be modified.
By far the most common reasons are that of communicating internally/externally or joining the online conversation. Bloggers are often surprised at the level of interest their blog achieves and the unique new forms of communication that ensue.
According to Backbone Media Survey the top three reasons cited are
- Publish content and ideas
- Promote thought leadership
- Build a community
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