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The blogosphere (by Karina Helin)

Blogs are nowadays ubiquitous on the web. So, whether they are individual or corporate, they certainly intrude into the company’s communication with its audience. Blogs have grown so far into the valuable asset in the promotions of any kind. It is imperative to discuss the role of blogs in the content marketing strategy of a particular brand and back up the theory with a real and efficient example.

To begin with, the notion of blogosphere should be defined properly. What the term implies is the compound of all blogs and the existing interconnections. Blogosphere typically exists either as a connected community or as a full-fledged social network that enables authors to publish their opinions on a regular basis. With all the fuss, controversy, and surrounding blogs, one should take them for serious, as they can serve for either small businesses or big enterprises. Blogs can be perceived as a useful addition to content generation and promotion, besides a company's official website, e-mail promotions, and social media pages.

As far as the value of blogs is concerned, one should see them as an ultimate destination for brand-related content, an additional brick in building one’s digital presence, strengthening website authority and boosting one’s target audience. In addition, blogs are handy in leveraging customer’s awareness to the next level, as they are great in establishing solid rapport with the visitors, keeping the brand on top of people's mind in the moments of the purchase decisions.

Blog of Kimpton Hotels and Restaurants 


Surprisingly, it is a challenging and daunting task to sort out amidst the plentiful of blogs and come up with the ones that have pretty terrific content strategy. As I was searching for decent and credible examples to back up my arguments and thoughts, I decided to access the Kimpton Hotels and Restaurant’s blog. I have found their blog strategy amazingly effective in catering to their respective customers. As we know, Kimpton is a true blessing for serious foodies. It is also a perfect destination for people who are looking for high quality catering services.

It is fun to observe how Kimpton would tackle the challenge. As I dived into the blog content, I discovered that the blog covers the widest array of topics that the audience might get interested in. There are abundant of special offers for different type of parties. What corresponds to the character of  the medium (blog) is that Kimton does not make its posts too uptight or sales-y. Conversely, the content is unconventionally fun and conversational.

It appears to me that the Kimpton’s blog exemplifies the essential relationship between bloggers’ community and a brand. The content strategy is consistent with the interests of the target audience. So, I believe the brand did a great job of listening to the customers’ voices. The blog features not merely relevant, but fermented and funky stuff, so it vividly shows how the blogs should be used for marketing promotions.

In conclusion, I have found the topic blogosphere to be interesting because in class I learned that blogging is an important part of marketing for business. Nowadays, almost most of the population spends time using the internet. Companies can look into blogs and see what customers need and  understand their opinions. Blogs are a good source for business. Not only blogs show news and updates about a brand, they also offer people a place to communicate with one another.

Karina Helin +Cal Poly Pomona 
Now that we all spend some time looking into the blogosphere, what do you think about blogs? What are the interesting and important aspects for businesses to use blogs in sales and marketing? 

About the author: Karina Helin is a transfer student at California State Polytechnic University Pomona (Cal Poly Pomona). She transferred from Pasadena City College, and she is majoring in Hospitality Management. Karina moved to the United States from China in 2006 and received a high school diploma on 2009 from Mark Keppel High School. She is planning to graduate in the spring  of 2016. After graduation, Karina plans to work in the field of sales and marketing or open a small business.


References: 
From large banquets memorable business luncheons our Catering menus will please all guests (2015, October 16). Retrieved from http://www.hotelpalomar-beverlyhills.com/

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