This PPT analyse blogging as a digital/ social-media marketing tool for corporates and brands. The presentation also mentions how corporates can enhance their business, brand awareness and engagement through corporate-blogging by presenting examples of brands like virgin altantic.

1. Blogging
Submitted By: Group 17

2. Kratika Saxena
FT153052
Sukriti Sinha
FT154029
Swati Malik
FT151062
Atul Singh
FT151062
Krunal Kapadia
152050
Tushank Sharma
FT151061
Prateek Varshney
FT151081
Sayantan Dutta
FT152092
Swagatam Basu
FT153061
Debangan Kar
FT151096
TEAM

3. Blog or Weblog is a term used to describe websites that maintain an
ongoing chronicle of information.
A blog features diary-type commentary and provides links to articles on other
websites, usually presented as a list of entries in reverse chronological order.
Blogs may range from personal to political, and can focus on one narrow subject
or a whole range of subjects.
Many blogs provide commentary on a particular subject; while others may
function as more personal online diaries; some perform the role of online
brand advertising of a particular individual or company. A typical blog
combines images, texts and links to other blogs.
What is Blogging?

4. Business Blogging
What is it?
• Not a Hobby like Personal Blogs
• Earns money for Business
Why is it
essential?
• Search Engine Optimization
• Every time you post a new blog post on your
website, you have a new web page on your
website.
• More the number of pages, more chances you
have to rank in Search Engines.

5. Benefits of blogging in business
It helps drive traffic to your website.
One more indexed page every time.
creating content that people can share on social
networks
your blog can serve as that repository of content

6. Benefits of blogging in business
It helps convert that traffic into leads.
By adding lead generating call to action to every blog post we
create a potential conversion
It helps establish authority
By consistently creating content that's helpful for your target customer, help establish you as an
authority in their eyes. This is a particularly handy tool for Sales and Service professionals.

7. Benefits of blogging in business
It drives long-term results.
One hour of effort today can turn into hundreds
of thousands of views and leads in the future.
About 70% of our traffic each month comes
from posts that weren't published that month.

8. Why blogs matter???
Possibility of getting up more close and personal-
linked to authors, human beings providing a face to an otherwise faceless organization.
personal dimension also adds to credibility, interaction, relationship-building and a sense of
community and familiarity.
Allow more types of information
corporate blogs allow users to zoom in on topics or specific advantages in a way that’s in tune
with their goals and what they readers seek in a personal way.
we can write about anything that serves our goals and those of the readers.
Offer what people look for
enable businesses to put out content much faster than is the case with websites.
Search engines love good blogs, this gives more chances to be found with blogs, build more
entry points and develop more relationships
Feedback mechanism
Blogs can be used as never-ending feedback and monitoring systems
Given that people do not provide feedback directly , blogs encourage dialogue which help
businesses to get customer insights about their product/service.

9. Blunders and Potentials!!!
Company blogs are now standard in every industry, from car manufacturers to
cereal brands. However, not all company blogs were created equal – some
businesses manage their online presence more successfully than others.
There are a number of sins in the corporate blogging world, including:
• Posting solely about your own products
• Using a blog primarily as a sales tool
• Failing to create dynamic content
• Neglecting a blog for months on end
• Blogging under an obviously false persona
• Failing to maintain the appearance of a blog
Company blogs have so much potential. Businesses can use these platforms
for a range of purposes, from developing a reputation as an industry
thought leader, to engaging with customers and building brand loyalty.

10. A Live Senarios- Virgin Atlantic!!!
• The Virgin Group are marketing experts. Their social media accounts are
always full of dynamic and interesting content, so it comes as no surprise
that their company blogs show the same creative flair. Although all of
Virgin’s blogs are excellent, the Virgin Atlantic blog is one of the best.
•
The Virgin brand as a whole is about experience – holiday upgrades
become ‘Mojo Boosters’, and Virgin Galactic’s on board safety measures
are the company’s ‘North Star’. The Virgin Atlantic blog follows this brand
tone – visitors to the site can enjoy posts about extreme sports, fine dining,
and the airline’s myriad destinations. They do also write about their own
services and products, but these posts are in the minority.

11. Things to learn from the Virgin Atlantic blog
• Research your target readership thoroughly. Understand who your
audience is, and what type of content they’ll enjoy reading – and,
more importantly, which posts they’re likely to share on social
media.
• Find the story. Top bloggers find interesting angles, and approach
stories in unusual and innovative ways. If your product or service
isn’t exciting on its own, find a way of making it dynamic.

12. Some snapshots of the blog

13. Another Example - Marriott International
• One company which always strikes the right tone is Marriott
International. Their blog, ‘Marriott on the Move’, is universally
recognised as an excellent example of corporate blogging.
• Written from the first-hand perspective of CEO Bill Marriott himself,
the posts are a mix of his own insights on the hotel industry, tips for
business success, celebrations of Marriott milestones, and his
personal life.

14. Things to learn from the Marriott blog:
• If you have expertise, share it. Bill has been a leading figure in the
hotel industry for decades, and he has accumulated a wealth of
business knowledge. Sharing your insights can drive traffic to your
blog, and raise the profile of your brand.
• Be authentic. Bill’s personal revelations lend a human side to
Marriott’s corporate identity. Personality is a vital ingredient for any
company – it separates great companies from the rest.

15. Some snapshots of the blog

16. Recommendations
Spread the word.
Add quality content.
Blog early, blog often.
Link to your own old posts.
Add links and images to your blog posts
Write comments on related blogs
Write title tags for both your readers and Google.
Cover topics that need attention