In 2010, when Google made a major announcement not by press release but by blog post, we reached what seemed like a milestone....This shift in medium and message represents a new era in corporate communications. News now needs to be conveyed in an empathetic tone and delivered in a user-friendly format.
via mashable.com
But does this shift translate to the more staid world of B2B?
Yes.
Here's why:
There are many compelling reasons why B2Bs--especially those who are now aggressively developing blogs of their own--need to to follow Google's lead. First, it brings gravitas to the corporate blog itself. The readership of the blog needs to know that breaking news about the company will appear there first, which will incentivize readers, especially those in media who follow the company, to subscribe to the blog's feed. Second, it presents another opportunity for fresh, high-quality content to appear on the blog, which accrues positively to the blog's Google ranking. Finally, if this is the era of the brand as publisher (and I think it is), then it follows that the corporate blog should be the medium of distribution for important corporate news.