UK: We are currently considering increasing the frequency of posts and creating a bilingual version.
In recent months we have increased the frequency of posts from three per week to five per week. We want to maintain this and possibly expand it. This will enable us to convey more stories, but on the other hand we also run the risk that the individual posts will reach fewer readers. The increase in posts has not yet led to an increase in visitor numbers.
We are also examining how we can better reflect bilingualism (English/German) on the platform and in terms of content. The focus is on questions such as: Which articles are in German and which in English? Or: Should articles generally appear in both languages?
KH: The very first company blogs were more employee blogs. Then the general idea of a corporate blog changed to that of a comprehensive editorial platform in the sense of a magazine. Today, the realization is becoming more and more widespread that employees from all areas of the company are the best brand ambassadors, including within a company's content strategy. In my view, the Daimler blog with its "old" concept is now back at the forefront of current developments...
UK: Yes, we launched the “employee blog” concept in 2007 because linkedin data we believed that our employees were the most credible ambassadors. After all, who could report more authentically about what they are currently working on or how they are experiencing something than the person who is operationally responsible for it?
We still hold this opinion today: authenticity and credibility go hand in hand and are essential characteristics of a corporate blog.
In this respect, I am pleased that you see the concept of the employee blog at the forefront of current developments.
KH: For me, corporate blog is more of a technical term. Like many of my colleagues, I see it as a synonym for a magazine. I often use this term because it is better understood in many companies. But do you clearly differentiate the employee blog from PR-driven or more journalistic forms?
UK: There is indeed a trend towards journalistically prepared content that is posted online on WordPress under the guise of a "blog". In many cases, there is no longer even a comment function. This is "sender-oriented communication" and good for search engines, but rarely creates a bond with the reader because there are no opportunities for interaction and therefore no closeness to the author is built. If it says blog on the label, there should be a blog inside - otherwise it is better to call it a magazine.
I believe that a blog will always have a permanent place in a company's communication mix alongside the corporate website and social media channels. You just have to position it clearly and not constantly change the content strategy (for the blog) . That confuses the reader and you might lose them.