I just flew over this article (in french) about “Blogs and e-marketing” of Jean-Francois and Stéphane Guérin found on the Brainsfeed Blog. What I’m particularly interested in is their classification of corporate blogs. According to them, there are 3 types of corporate blogs:
- Formal blogs
- Informal blogs
- Indirect blogs
A formal blog is primarly used as a controlled one-way channel to transmit corporate information about the company. It is closer to a corporate webpage than a blog because it doesn’t really favour commenting. Informal blogs on the other hand encourage readers to participate in the conversation. Usually, they cover issues concerning their area of expertise and interest as well as news of their respective sectors. This type of blog can give a more human to a company. Finally, an indirect blog is an unofficial blog of an employee. This classification is pretty simple but also effective because most blogs can be inserted into one of these 3 categories. It also shows if a company really wants to build a relationship and have a conversation with it’s clients via their blog or if they only want to publish their corporate material.
There are infinite possibilities a corporate blog can be used. That’s why it’s very difficult to have a classification that makes sense. In the next paragraphs, I’ll show you two other interesting classifications of corporate blogs.
Here is an older post with 6 categories of corporate blogs:
These types of corporate blogs all have a different purpose, different target groups and different bloggers. It is more detailed than the previous classification.
Another very interesting approach to categorizing corporate blogs comes from Ansgar Zerfaß. According to him, the possibilities to use corporate blogs are different in internal communication, market communication and public relations and the influence of blogs can be informative, persuasive or argumentative.
What do you think of these different classifications? Are they releant?
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