Corporate Blog Creative Brief

Thinking about launching a corporate blog? Here are some basics we've compiled at PR 20/20 to help clients establish a blog strategy before taking the leap:

1. Audiences: Whom do you plan to reach and influence with your blog?

• Community Leaders
• Customers
• Employees
• Media
• Prospects
• Suppliers/Vendors
• Other

2. Objectives: What do you intend to achieve with your blog?

• Augment Web site traffic.
• Boost brand awareness and visibility.
• Build relationships.
• Change, enhance or revitalize brand image.
• Educate and inform audiences.
• Enhance/establish positioning as an innovator and industry leader.
• Generate leads.
• Improve brand loyalty (i.e. customer retention and repeat purchasing).
• Increase brand comprehension (i.e. understanding of products/services and benefits).
• Motivate employees.
• Penetrate new markets.
• Other

3. Content Outline: What relevant, timely topics do you plan to publish?

• Company news
• Industry trends
• White papers
• Tools & resources

4. Frequency: How often do you plan to post?

• Daily
• Weekly
• Monthly
• Other

5. Comment Policy: Will the corporation allow, block and/or screen comments?

6. Controversial Issues: What is the policy for addressing controversial issues?

7. Links: What sites, blogs and forums will the corporate blog link to?

8. Promotion: How will the blog be promoted?

For additional insight on corporate blogs, check out Debbie Weil's blog. Debbie is author of The Corporate Blogging Book.