5 outstanding corporate blogs

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Identifying a blog's value

Corporate blogging is a great marketing tool -- but not one that should be launched lightly. Like other marketing initiatives, a company's blog is an investment that should produce a measurable return. Thus, as I illustrated in an earlier iMedia article, much thought should be given to ways in which companies can enhance the value of these programs for both their consumers and their own bottom lines.

When contemplating this article, the first question I had to address was what exactly qualifies a corporate blog as being "outstanding." To me, an outstanding corporate blogging program is one that accomplishes the clearly articulated goals of the organization.

Under that lens, let's take a look at five business blogs that fit this definition.



Cathryn powell
Cathryn powell July 23, 2009 at 5:55 PM

I already have a but would like to know how to get one of these blogs shown in your article. I blog for the company I work at..for one of their products.

Ola Ayeni
Ola Ayeni July 8, 2009 at 12:47 AM

Chris, great case studies. I love it!. One missing point though, of company should consider blogging. What should they do? Some of the things that comes to mind is how do we delegate this responsibility and who should do the actual blogging. Considering many lay offs right now. Also what type of blogging platforms. Is it wordpress, moveable type or blogger?

Ola Ayeni

Katherine Galdo
Katherine Galdo July 1, 2009 at 11:18 PM

What I like about your article, Chris, is that you demonstrate that blogs can drive growth as long as they are given a measurable objective appropriate to the business model. In my experience, some corporate blogs are launched without a clear strategy or with unrealistic expectations, so these will be excellent case studies.


Chris Baggott
Chris Baggott July 1, 2009 at 2:40 PM

Accurate catch Jim, all of these are Compendium clients.

The reality is that I only have insight into corporate bloggers I work with, so I really can't credibly talk about other great examples...of which there are many.

This isn't a ranking of the 5 best or anything like that, just five examples that exemplify best practice in business blogging.

Jim Deitzel
Jim Deitzel July 1, 2009 at 12:56 PM

Chris, Interesting article. I find it very interesting that each of these blogs utilizes the Compendium blogging platform. Almost seems as if the rating of these 5 blogs was not objective.

Brett Sherman
Brett Sherman July 1, 2009 at 10:12 AM

well done Chris- good insight. Happy 4th all!