万豪旅享家
How much might blogging be worth for your company? For one of the blogs that we recently named to our list of 15 companies that really get corporate blogging, the answer is $5 million in extra revenue each year.
博客对您的公司有多少价值？ 对于我们最近在15家真正获得公司博客的公司中列出的博客之一 ，答案是每年500万美元的额外收入。
As we noted a couple of weeks ago, most company blogs, especially those at larger corporations are failures: they rehash press releases, they’re written without any character, and they utterly fail to engage their user community. That’s a shame, because corporate blogging is an amazing way to speak directly with your customers and users.
正如我们在几周前指出的那样，大多数公司博客，尤其是大型公司的博客，都是失败的：它们重新编写新闻稿，写成没有任何特征，并且完全无法吸引用户社区。 太可惜了，因为企业博客是直接与客户和用户交流的绝佳方式。
In fact, in July, we made starting a blog our number one tip for how to speak directly to your users. We urged business owners to make sure their corporate blogs weren’t just regurgitating press releases and phoning in posts about how great their products are (at least, not all the time). Instead, we counseled that corporate bloggers should offer insight into their industry, their methods, and their thoughts in order to build a loyal following.
实际上，在7月，我们开设了一个博客，成为如何直接与您的用户交流的第一技巧。 我们敦促企业主确保他们的企业博客不只是在反驳新闻稿和打电话给他们的产品有多出色(至少并非始终如此)。 相反，我们建议企业博客作者应该深入了解他们的行业，他们的方法和想法，以建立忠实的追随者。
We cited 37signals’ very popular Signal vs. Noise blog (which we later named to our list of 15 top company blogs) as a good example of what we were talking about.
我们引用了37signals广受欢迎的Signal vs.Noise博客(后来我们将其命名为15个顶级公司博客的列表)作为我们所讨论内容的一个很好的例子。
“Signal vs. Noise is successful because the employees at 37signals, who all contribute to the blog, don’t just write about the company’s products, but rather writer about design and development practices in general,” we wrote. “They give business advice, links to things they enjoy, tips on how to manage time, and insight into their personal and professional lives. By doing so, 37signals has been able to foster a connection with their community and turn customers into die-hard fans who evangelize their products for them.”
我们写道：“ Signal vs. Noise之所以成功，是因为37signals的员工全都在博客上做文章，他们不仅写关于公司产品的文章，还写关于总体设计和开发实践的文章。” “他们提供业务建议，与他们喜欢的事物的链接，如何管理时间的技巧以及对个人和职业生活的洞察力。 这样一来，37signals就能够与社区建立联系，并将客户转变为顽固的粉丝，为他们的产品宣传产品。”
Many of the blogs on our top 15 list write the same type of conversational blogs. Utilizing a blog to speak to your most passionate users is not only smart, but it’s potentially very profitable. Hotel-chain Marriott International’s CEO Bill Marriott blogs up a storm on all sorts of things related to being a hotelier, and the company today revealed to the Washington Post that bookings from clicks originating at the blog are worth $5 million annually. The blog is actually driving a significant amount of measurable revenue — let alone the non-measurable impacts it is likely having on the business.
在我们排名前15位的博客中，许多博客都编写了相同类型的会话博客。 利用博客与最热衷的用户交流不仅很聪明，而且可能非常有利可图。 连锁酒店万豪国际的首席执行官比尔·万豪(Bill Marriott)在博客上掀起了与成为酒店经营者有关的各种事情，该公司今天向《华盛顿邮报》透露 ，来自博客的点击预订每年价值500万美元。 该博客实际上在推动着可衡量的可观收入，更不用说它可能对业务产生的不可衡量的影响了。
The Washington Post piece also mentions web development shop Viget Labs, which has four blogs. “Anybody that we’ve hired in the past couple of years, I think any of them would tell you that they read the blog heavily to get a sense of our people,” said company CEO Brian Wynne Williams, who told the paper that the blogs have helped with recruiting. Viget isn’t generating an active income from their blogs, like Marriott, but the blogs are still having a positive impact on their business by helping them recruit top talent.
《 华盛顿邮报》的文章还提到了网络开发商店Viget Labs，该网站有四个博客 。 公司首席执行官布莱恩·韦恩·威廉姆斯(Brian Wynne Williams)表示：“过去两年我们雇用的任何人，我想他们中的任何人都会告诉你，他们认真阅读博客是为了了解我们的员工。”博客有助于招聘。 Viget并未从其博客(如万豪)中获得可观的收入，但这些博客仍在通过帮助他们招募顶尖人才而对其业务产生积极影响。
Clearly, blogging can be beneficial to your business if you do it right. Be sure to check out our list of 15 companies that really get corporate blogging for examples of corporate blogs that deserve emulation.
显然，如果您做对了，博客可以对您的业务有益。 请务必查看我们真正获得公司博客的15家公司的列表， 以获取值得效仿的公司博客示例。
翻译自: https://www.sitepoint.com/marriott-corporate-blog-is-worth-5-million/
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