The role of corporate blogs in attaining Thought Leadership

When Network Communications was engaged by Hyro  in 2006, we were impressed by the passion of its CMO, Richard Lord, for all things digital.

Richard, as Hyro’s spokesperson, was the key person who needed to raise his profile and start forming relationships with key influencers such as technology journalists and analysts.

Richard had an existing blog and, like so many other bloggers at that time, was great at writing new content, but not proactive at promoting it.

Network assisted Richard in two key ways; suggesting blog topics, and sending links to the new posts to journalists who were covering areas such as digital advertising, eCommerce and eGovernment, as well as a small number of business and technology journalists who we wished to make aware of the emerging ‘Digital Services’ sector.

Not only did Richard form relationships with influential journalists, but a number of blog posts resulted in media interviews and articles.

Richard’s blog has always been his own - we just helped make it more of a business tool.

This is a great example of how a blog can be used to help an organisation take a thought leadership position. Hyro - and Richard - certainly have achieved that from 2006 to the present day.

Link to Richard's blog, click here.