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September 10, 2011

Management: Blogging for business

Who knew that a blog post warning about the combustibility of oily rags could ignite a firestorm of web traffic on a corporate insurance blog? And yet the popularity of that 360-word article affirms the need that practical information is much needed in the marketplace, says Jean Van Den Brandt, vice president of marketing at SECURA Insurance.

"Especially in the insurance industry, which as a whole has not been an early adapter of social media,†information matters, adds Van Den Brandt. "Before we started our blog, we needed to first know what our audience cared about and what they needed, so we used social media to listen first to what people are looking for and what they’re sharing.â€

Last November, the Appleton-based insurance company launched its first business blog along with a social media strategy designed to help its agents feel comfortable sticking a toe in the social media waters. But rather than just roll out a new blog site, Van Den Brandt went to work creating step-by-step Webcast tutorials and invited agents at all 430-plus agencies to tune in and learn the ropes of social media.

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