B-2-B blogging

Of the leading social media tools mentioned previously, the blog is possibly the easiest to include in a b-2-b marketing programme.

The blog can be regarded as an informal publishing tool for press releases - but there are important differences. A Virtual News Office (VNO) is better for publishing formal news releases as it caters for the needs of the press, such as offering downloads of high resolution images, background and contact information. But a VNO could also be used as a blog. The big step between publication of a formal press release and blogging is the delegation of authority to the blog author or authors. Although b-2-b businesses are generally used to working with PR agencies, nothing is usually approved for publication until the content has been carefully scrutinised and signed off. Because a blog invites comment and comment calls for response and moderation, this formal process is unrealistic to implement for blogs. Content may touch on some of the subjects that press releases address, but more likely the blog will evolve as a commentary about the company itself, the industry it operates  in and support for the users of the products. Probably one of the blogs most useful roles is to develop an awareness of the company's expertise, establish authority and create a level of trust that extends into a desire to purchase products.

Content is also valuable for search as the scope may be wider than that covered by the company web site and discussing issues from a different perspective may provide links from users that may not otherwise discover your company. But a blog does require time to write and manage and commitment - this is where companies are not so good.