While many businesses are quickly learning to use social media to improve their online marketing services, few are taking advantage of the benefits of a well-maintained corporate blog.
This is according to Jake Hird, senior research analyst at Econsultancy, who notes "a lot of organisations appear to be focusing on the 'sexier' social media techniques in their PR efforts".
He also points out that companies who do maintain such a feature often use it as little more than a press release page which, while good for search engine optimisation, "can impact their customers' perception".
However, Mr Hird also says a blog can offer a level of interactivity with the public that other social media cannot and could therefore be an excellent marketing technique if used effectively.
Businesses need remember it is a long-term strategy and plan to ensure it is regularly updated as not doing so can show "a lack of commitment and not wanting to engage with customers", he continues.
The expert gives examples such as Google, whose corporate blog is updated almost daily, as an example of how to implement a good PR strategy.
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