Beat the engagement blues
Many think a corporate blog's function is solely to share your point of view to the world. Some even go beyond to utilise it as yet another platform to share the same tired messages or positions.
Can it serve that purpose? Yes. Should it always? Not necessarily.
We utilised our corporate blog to fulfil a recurring need – fill the lack of understanding about our sector - medical technology. So we built an engagement strategy where young innovators, tech enthusiasts, academia, social enterprises, and medtech experts were free to speak their mind. The strategy was bold. Throughout the year, intelligence flowed back and forth - from the industry, to the industry. We published it all - the good, the bad, and the ugly. The blog even shook up board-level conversations. But that’s what you need. A communications channel that will bring change, humanise business.
In short, we weren't afraid to:
- Step out of the norm and leverage the platform to get our story out while giving voice to the opinionators.
- Face our problems head on. Be transparent. We didn't allow the blog to idealise the industry. We communicated that there was room for change
- Convince top talent to voice their opinion. When they did, we were ready with our point-of-view.