It wasn't too long ago that blogs were viewed as being on the esoteric periphery of the Internet, a territory that was reserved for the likes of political pundits offering their opinions and sports figures who wanted to share their day-to-day experiences with adoring fans. Corporate blogs were barely on the radar screen and were initially greeted with skepticism over fears that negative feedback about a company may unnecessarily appear and propagate. Hiring an agency to assist with blog management was hardly a consideration.
What wasn't recognized by mainstream marketers at that time were the powerful effects that blogs can have as a prospect / client-engagement tool, since they facilitate interactivity and can contribute to the stickiness of a Website.
In addition, if created and managed properly, blogs can have a tremendously positive impact from an SEO perspective as well. This is due to several important attributes including the facts that blogs are content rich, free of site crawling impediments (like Flash) and frequently updated (which is highly valued by the engines).
More recently, corporate blogs have gained considerably greater acceptance and are beginning to be viewed as an integral sales and retention tool by organizations. In much the same way that it took years for companies to place marketing resources behind SEO and SEM, corporate investment in blogs has been a gradual process.
Blog management is a relatively new phenomena, but an increasingly important function for organizations that want to incorporate blogs into their marketing strategies but lack the internal resources to fully pursue the opportunities internally.
MoreVisibility's Blog Management program helps clients utilize this emerging channel. In certain instances, we are engaged to establish the blog and assist with early content posts. With other clients we assume a much greater ongoing responsibility by actually writing the content and assuming all of the other blog-management related functions.
Like the early days of SEO and SEM, there remains a window of opportunity to gain a competitive advantage through a strategic blogging effort. The MoreVisibility Blog Management program is effectively providing that pin-pointed assistance to our clients.