In this article Gilmore, Shipwire’s VP for marketing and business development, provides useful tips for partner development. At the end he touches upon the payoff of blogging:
“We want to be a thought leader,” Gilmore says. “We want to be a visionary. We want to get our ideas out there.”It’s also a very easy way for us to put out a position and keep our customers and partners up-to-date. It also gives us feedback from them. Blogs can start anywhere in or outside the company, and some of our best have come from our customer support team. They’ll ask, ‘Can we write a blog about how to do XYZ? A lot of customers are asking about it.’ Sure, put it up.
“Finally, the more information you put out there, the better you’ll do with search engines. The more content you have, the better.
“You do have to know who the audience is, and get relevant information out there to start or join a conversation. We had a forum for awhile, but we turned it off because it wasn’t getting a lot of traction — there weren’t enough people involved — but we might go back at some point.”
Having the customer support team blog on how to do ‘xyz’ is a great idea. This article is a great read.