Thoughts on Chinese Enterprises ' blog marketing

With the development of Web 2.0 concept, the concept and application of enterprise blog and marketing have been paid more attention in the world, and become a brand-new field of network marketing. Although many company's corporate blog marketing is only in the groping stage, but also have a lot of company's corporate blog to make a vivid, enterprise use blog to conduct internal and external communication, to enhance customer relations, improve the effectiveness of business activities. I have a little thought about how to do the best marketing for corporate blogs.

　　is brand marketing the ultimate goal?

At present, most of the corporate blog is the purpose of the Enterprise brand marketing, in the form, is usually the internal public relations or technical staff in the above published a few corporate news or personal feelings, generally speaking is a form of corporate culture, the ultimate goal is to the whole enterprise brand marketing, Only the marketing means more humane some.

But I think that this form of corporate blog is not enough to achieve the purpose of blog marketing.

First of all, for consumers of products, this official corporate blog is not enough to affect the consumer's desire to buy, because the user can choose the product is usually very many, each product performance and price are different, the user needs is more neutral evaluation and objective advice, This makes the Enterprise blog in the form of marketing a big discount.

Secondly, the renewal of enterprise blog needs high cost, the actual benefit is not obvious. If you want to write high-quality articles on a corporate blog, usually require a lot of time and energy to write, the general market or PR people can not be able to write professional standards of the article, but professionals usually have more development tasks, and difficult to have time to write articles, which created a dilemma. In particular, the actual results of the enterprise blog does not quantify the evaluation indicators, so often as a sideline, many companies do not really put blog marketing into the Enterprise marketing Strategy system.

　　The business model of media marketing

Therefore, I am here to mention a new enterprise marketing model-media marketing.

The goal of this enterprise blog is not to brand marketing, but through media marketing to achieve the role of promotion. This kind of marketing business model is more important for the competition's inferior enterprises.

The concrete form is, enterprise through anonymous or personal form, create a suitable third-party blog environment, domain name for independent domain name, the theme of this blog does not carry any enterprise background, but a more extensive industry technology, such as "Search Engine technology Blog", "SaaS Development Operation Blog", " Enterprise Management Software Blog "and so on.

Then, enterprises can organize the company's backbone or technical experts, as individuals in this blog platform to publish a number of professional technical articles, blog to the depth of the fuss, to professional road development, the entire industry to explore opportunities. In order to encourage in-house experts to send more articles, it is necessary to adopt a reasonable incentive mechanism.

Then, through some network marketing means, gradually publicize this neutral industry blog. The current Internet is "content for the King", when an industry blog has a large number of experts to update, through a period of accumulation, can be in the industry to establish a certain degree of visibility.

　　The core goal--contending for the right of speech

The core goal of corporate blog Media marketing is to compete for the right of discourse in the industry, which is the best for some traditional industries. And for the Internet companies may not be effective, because you do things, competitors are doing.

Once a company's marketing staff asked me, why search for "enterprise management software" in Google, show the first is your Moonlight blog article, not our company's homepage, if show the company homepage, that will be the company's marketing will bring much benefit Ah, corporate image has also been improved.

So, I have a question, why such a large industry, no company can specifically create an influential neutral industry blog? If you focus on a number of enterprise resources to build a neutral industry blog, and can search the industry keyword when the first ranking, that is to fight for the industry's right to speak a significant role.

Through this marketing approach, can use this personalized platform blog, in the industry to obtain the influence of the Internet, to become a professional advisory and service platform for the competition in the inferior enterprises, can gradually fight for the industry's voice, eating away at the competitor's user base, ultimately affecting users to buy their own products. This is what I call Corporate blog Media Marketing.

Of course, the establishment of such a corporate blog is a long-term process, and a short period of time can not evaluate the effectiveness of blog marketing, the need for far-sighted companies to be sustained input to achieve practical results, and is likely to have some unpredictable risks. It is worth mentioning that this kind of marketing and traditional corporate blog does not conflict, companies can establish the official blog and this Third-party blog. As for the effect of blog marketing evaluation methods, there is no complete evaluation model, but can refer to the network marketing methods of evaluation of other ways to carry out.