Corporate blogging is a relatively new idea, and the jury is still
out on whether it will succeed. This controversial marketing tool may be
the beginning of a new kind of advertising strategy, or it may fizzle
out in a matter of months. Many companies are looking for ways to
capitalize on the blogging trend, and many of these corporations have
determined that a great way to ride the blogging wave is to keep a blog
on their corporate website. These blogs are often created to appeal to
the demographic that the company needs to court, and the content may
have quite a lot to do with the activities of the corporation, or it
may have very little to do with the company itself. Often, a corporate
blog will focus on the kinds of content likely to attract the desired
surfers, even if that content is not related to the product or service
that the company provides.
Some bloggers feel that corporate blogging is a kind of validation
for the blogging movement, and shows that this exciting new medium has
really infiltrated the mainstream. Other bloggers consider the kind of
viral marketing that corporate blogs practice to be unethical or
distasteful. In any case, watching the evolution of corporate blogs and
whether they survive and proliferate or fail and disappear promises to
provide some interesting insight into today's consumers.
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