Blogging as a marketing tool: branding for the company

Work better, information as desired! We give you the information you really need and are committed to a better and more ecological working environment. When Book Publisher Best of HR –® with Unique Book Concept and eCourses we offer over 20 years of experience in Corporate Publishing - with Clients like Samsung, Otto, Governmental Institutions. Publisher Simone Janson also heads the Institute Berufebilder Yourweb, which awards scholarships, for example, and belongs one of the top 10 female German bloggers, referenced in ARD, ZEIT, WELT, Wikipedia .
Copyright:  Artwork created as part of a free collaboration with Shutterstock. ,

Bloggers are still ridiculed: too insignificant in the media landscape, too inefficient as a marketing channel. Blogging has many advantages for marketing.


Here writes for you:


Simone Janson Simone JansonSimone Janson is publisherConsultant and head of the Institute's job pictures Yourweb.


Blogs as a perfect marketing tool?

I love to blog. But what are the reasons for that? Blogging gives me the opportunity to articulate my opinion in a way that would be unthinkable without the medium of blogging. And of course I earn money with it and through it.

Because blogging proves to be a perfect marketing tool and finally gave me a column in the daily newspaper the world with a far greater readership. Something that I have not achieved through other media and the more than 20 books I wrote and collaborated with.

Through blogging become the brand

With this opinion, the bloggers are not just there: the bloggers are active for quite similar reasons: passion, but also to make themselves aware of their opinions and the services. And they have succeeded in establishing themselves as a brand. So is blogging something that everyone should make, the success method?

Tip: Text as PDF (please read the instructions!) Download or for a little more Book on the topic with discount or eCourse book. Actions or news via Newsletter!

Personally, I would say yes. Even if more and more Company Discovering the blogging for themselves, I notice in the consultation again and again how customers behave towards the issue. Just a little over a year ago, I happened to meet a former listener from one of my workshops by chance: Well, a blog was being considered, but you're not really there yet.

Blogging - maybe someday ... says the customer

This is symptomatic, because there are many reservations about blogging: too complex in the care, too unpredictable because of the readers and overall inaccurate as regards the customer approach.

Recently, a colleague - by the way, not blogging - confronted me with the statement that blogging was in the end completely inefficient: Just to blow any news into the world without knowing who was even reading, just too little purposeful. It is much more efficient to address important addressees directly and personally - for example with mailing lists.

Criticism too simple thought

The popular argument, blogging is too little targeted and therefore inefficient, sounds logical first - but I would like to contradict. Because this is too short-term and too simple.

In the example with direct mailing and eMailDistributor to stay: one eMail directed to the right person at the right time can lead to the desired result. Much more likely, however, is that such - often as masseMails sent messages - land unread in trash.

Tip: Text as PDF (please read the instructions!) Download or for a little more Book on the topic with discount or eCourse book. Actions or news via Newsletter!

Targeting people is certainly a good marketing method, provided that the approach is individual and ideally personal.

Why blogging is more efficient

In all other cases, I find blogging more efficient. The reason: the searchability via Google guarantees that people also find offers that would not have been reached with their mailing - exactly at the moment, when they also need and actively search on Google.

Because the timing is crucial for success: even if, for example, a eMail in the folder "interesting for later", no one remembers it afterwards. If the topic becomes current, Google is much more likely to be launched. I know that from my own expirience. 1 to 0 for blogging.

Does blogging cost more time than other marketing measures?

Also, that blogging costs more time, I can not confirm so. Of course it costs time. However, it is far more time-consuming, umpteen addressed to the personal contact eMails, then receive no response, follow up, etc. By blogging the interested customers put their request directly to me.

The agreement on the order is then often just a formality. Or you can get in touch with interested cooperation partners through the blog and this will lead to new ideas and orders. The annoying and time-consuming cold calling, which often fades senseless in orbit, I can simply give myself in this way.

Tip: Text as PDF (please read the instructions!) Download or for a little more Book on the topic with discount or eCourse book. Actions or news via Newsletter!

Blogging - better in your own blog

At this point, those responsible for marketing are also happy to note that you are just as good at Facebook, Google+ or, until recently, Xing topics such as a blog. Xing has just shown what a milkmaid bill that can be, as it is closing its feature Xing topics again these days.

Best of HR –®-Leser Lars Hahn has also urgently described in his two comments, which problems can arise if the operator suddenly decides to close such a function simply - from today to tomorrow, the so carefully maintained marketing channel is simply no longer there:

I met my commentary on a recruiter, who had almost their corporate blog on XING topics. Not any longer longer. Now she has NEN own.

Why do you blog?

Then you better have your own blog, where you can switch and act according to your own taste. And why are you blogging? Or why do not you blog or not anymore?

Do you plan to introduce blogging as a marketing measure in your company in the near future? Or are you still shying away from the investment? And what arguments do you have for or against it?

Tip: Text as PDF (please read the instructions!) Download or for a little more Book on the topic with discount or eCourse book. Actions or news via Newsletter!

More knowledge - PDF download, eCourse on demand or personal advice

Offline download: Download this text as PDF -  Read usage rights, Because we do not automatically submit the title of this text for privacy reasons: When buying in "interests" the title register if support is needed. After buying text exclusively Download at this URL (please save). Or for a little more directly an entire book or eCourse with this text buy, read on.

3,99 Book now

Read customer feedback and buy a book on this topic at a discount: Do you like this text and want to read more information about it? Buy the right book including this text, buy it here in two languages, as a member even with a 20 percent discount. Would you like to take a look at the book first? You can do this by previewing the book look at and then purchase on the book page.

German edition: ISBN 9783965961340

7,99  Buy directly

English version: ISBN 9783965961357 (Translation notice)

7,99  Buy directly

Your eCourse on Demand: Choose your personal eCourse on this or another desired topic, As a PDF download. Up to 30 lessons with each 4 learning task + final lesson. Please enter the title under "interests". Alternatively, we are happy to put together your course for you or offer you a personal regular eMailCourse including supervision and certificate - all further information!

19,99 Book now

Consultant packages: You want to increase your reach or address applicants as an employer? For these and other topics we offer special Consultant packages (overview) - For example, a personal phone call (price is per hour).

179,99 Book now

You want to comment here? Please the Debate Rules comply, contributions must be unlocked. Your eMailAddress remains secret. More information on the use of your data and how you can counter this can be found in our Privacy Policy.

  1. To follow debate on this post
  2. All debates follow

Post a Comment

Your email address will not be published. Required fields are marked with * .

Ja, I would like to be informed about the latest promotions and offers via Newsletter be informed.

I hereby accept the Debate Rules and the Privacy policy with the possibility to contradict the use of my data at any time.