Blogs are nowadays ubiquitous on the web. So, whether they are
individual or corporate, they certainly intrude into the company’s
communication with its audience. Blogs have grown so far into the valuable
asset in the promotions of any kind. It is imperative to discuss the role of
blogs in the content marketing strategy of a particular brand and back up the
theory with a real and efficient example.
To
begin with, the notion of blogosphere should be defined properly. What the term
implies is the compound of all blogs and the existing interconnections.
Blogosphere typically exists either as a connected community or as a
full-fledged social network that enables authors to publish their opinions on a
regular basis. With all the fuss, controversy, and surrounding blogs, one should
take them for serious, as they can serve for either small businesses or big enterprises.
Blogs can be perceived as a useful addition to content generation and
promotion, besides a company's official website, e-mail promotions, and
social media pages.
As far as the value of blogs is concerned, one should see
them as an ultimate destination for brand-related content, an additional brick in
building one’s digital presence, strengthening website authority and boosting
one’s target audience. In addition, blogs are handy in leveraging customer’s
awareness to the next level, as they are great in establishing solid rapport
with the visitors, keeping the brand on top of people's mind in the moments of the purchase
decisions.
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| Blog of Kimpton Hotels and Restaurants |
Surprisingly, it is a challenging and daunting task to sort out
amidst the plentiful of blogs and come up with the ones that have pretty
terrific content strategy. As I was searching for decent and credible examples to back up my arguments and thoughts, I decided to access the Kimpton Hotels
and Restaurant’s blog. I have found their blog strategy amazingly effective in
catering to their respective customers. As we know, Kimpton is a
true blessing for serious foodies. It is also a perfect destination for people
who are looking for high quality catering services.
It is fun to observe how
Kimpton would tackle the challenge. As I dived into the blog content, I
discovered that the blog covers the widest array of topics that the audience
might get interested in. There are abundant of special offers for different
type of parties. What corresponds to the character of the medium (blog) is that Kimton does
not make its posts too uptight or sales-y. Conversely, the content is
unconventionally fun and conversational.
It appears to me that the Kimpton’s blog exemplifies the essential
relationship between bloggers’ community and a brand. The content strategy
is consistent with the interests of the target audience. So, I believe the brand did a great job of listening to the customers’ voices. The blog
features not merely relevant, but fermented and funky stuff, so it vividly
shows how the blogs should be used for marketing promotions.
In conclusion, I have found the topic blogosphere to be
interesting because in class I learned that blogging is an important part of
marketing for business. Nowadays, almost most of the population spends time
using the internet. Companies can look into blogs
and see what customers need and understand their opinions. Blogs are a good source for business. Not
only blogs show news and updates about a brand, they also offer people a place to communicate with one another.
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| Karina Helin +Cal Poly Pomona |
Now that we all spend some time looking into the blogosphere, what do
you think about blogs? What are the interesting and important aspects for businesses to use blogs in sales and marketing?
About the author: Karina Helin is a transfer student at California State Polytechnic University Pomona
(Cal Poly Pomona). She transferred from Pasadena City College, and she is
majoring in Hospitality Management. Karina moved to the United States from
China in 2006 and received a high school diploma on 2009 from Mark Keppel High
School. She is planning to graduate in the spring of 2016. After graduation, Karina plans to work in the field of sales
and marketing or open a small business.
References:
From large banquets memorable business luncheons our Catering menus will please all guests (2015, October 16). Retrieved from http://www.hotelpalomar-beverlyhills.com/
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