Corporate Bloggers : An Anatomy

This blog recently covered Chris Anderson’s view on Fortune 500 blogging. Courtesy of Steve Rubel saw this article from Destination CRM on corporate blogs. The article notes that a shift is taking place in corporate communications, one that promises to alter marketing strategies well into the future. Marketing has always been about balancing company interest with customer interest, but now it is becoming more about opening dialogue and building trust. Chris Kenton, senior vice president of the CMO Council and blog writer, says, "The whole game is changing. The traditional paradigm is that marketers are predators who line 100 ducks on a fence and hope they have enough marketing power to shoot down 1.5 of them. Smart companies are trying to take them off the fence and catalyze and cultivate a community with that group, inviting [community members] into a dialogue without being [intrusive]. One way to have access to the market is to build it around you. It's all about access, insight, and influence." I find the Anatomy Graphics quite interesting – but I sort of disagree to look at blogging only from a marketing perspective - thought leadership, staying abreast, sharing, developing a mental view and fostering collobaration are amongst the various reasons driving people blog from the corporate world. For instance, while I work for a globally well known organisation, this blog is not in anyway related to my employer. However, I do foresee moving forward blogging getting more and more pronounced in the corporate circles.