Every company has valuable specialist knowledge and industry expertise. The problem: Often this know-how lies dormant in the heads of individual employees, in brochures, stapled away documents or the internal database and is therefore not accessible to colleagues or the masses. Through a corporate blog, institutions have the opportunity to share this useful information and establish themselves as thought leaders and industry experts. It’s also an excellent tool for building customer loyalty, accelerating purchasing decisions, reinforcing your corporate culture and values, and generating applicants and leads.
Writing a blog is thus practically part of a company’s good manners. While only 36 percent of Fortune 500 companies had a blog in 2016, this figure rose to over half two years later. By 2020, a full 77 percent of top companies had integrated a corporate blog on their website (Center for Marketing Research – Umass Dartmouth). This is a good decision, because the advantages are many: on the one hand, it can serve as a newsroom for employees, on the other hand, it is a useful editorial center for journalists and increases the visibility and reach of a company in search engines.