What are the purposes of big companies building up blogs?

Nowadays more and more businesses have their own blogs. Not just small and personal businesses, but big brands as well. Could anyone please tell me what you think the purposes are for big companies to set up blogs? Is it that they would like to promote their products in a different way? Or they think blog is a more direct way to interact with customers? But... most companies already had their own official sites, so what's the difference between the official sites and blogs? Thanks~

What are the purposes of big companies building up blogs?
1. You Become the Expert


Blogs build community and getting information out to your target audience more quickly than existing channels. They enable you to articulate your viewpoints, knowledge, and expertise on matters pertaining to your products as well as your industry.





2. Establish More Personal Customer Relationships


Blogs are a fast way to join in on the customers' discussions as you provide tips and insights, receive feedback, discuss new products, show off new features, and answer questions. Blogs help to connect their product teams to customers directly. They provide a way for you to speak honestly with key customers, prospects, influencers and stakeholders.





3. Consumers Expect Personal Connections


Companies can put a human face on their online brand. By joining into these conversations, they will be more successful if they can connect at an emotional, personal level.





4. Create Revenue


Blogs serve as another channel to put your brand in front of the customer and enhance your presence online.





5. Test Ideas or Products


Customers can participate in discussions about existing products and give input on future products that companies might want to produce. Blogs continue drawing in regular customers, especially if you continue to talk about products. Regular readers tend leave comments and valuable feedback.





6. Continue Brand Building


Blogs create a place where customers and prospects spend more time with your brand. Get more interaction from them by sharing product information and providing customer service.





7. Squelch Negative Brand Image


Take the time to address customers concerns and they are still yours to keep.





8. More Active Media Relations


Blogs provide a channel where the media can regularly check what you have to say.





9. Better Recruitment


If you establish your company as a thought leader, people in your business will pay attention. Chances are good they will see your company as an attractive employer.





10. Achieve High Ranking in the Search Engines


Google and other search engines rewards sites that are updated often, link to other sites, and, most importantly, has many inbound links.

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