15 Companies That Really Get Corporate Blogging

By Josh Catone
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According to a recent report by Forrester Research that looked at 90 blogs from Fortune 500 companies, most corporate blogs are “dull, drab, and don’t stimulate discussion.” Sadly, two-thirds hardly ever get any comments, 70% stick strictly to business topics, and worse 56% just republish press releases or already public news. That has lead many to think that corporate blogging isn’t really worth much effort, which is a shame, because properly done a corporate blog can have tremendous value. Below is a list of 15 companies that really get corporate blogging and produce blogs that are informative, fascinating, and a joy to read even for people who aren’t die-hard fans of the company.

  • Dell – Though Dell’s corporate blog rarely strays from Dell-centric news, the company posts with a great conversational voice, often breaks news on their blog (which keeps people coming back), and listens and responds to customers. Dell also posts regularly (1-2 posts per day at least) which keeps content fresh and encourages repeat visits.
  • Lenovo – The great collection of blogs from computer maker Lenovo demonstrate that the company really understands blogging. Lenovo intersperses posts about its product line with musings about business, design, life, and technology. Definitely don’t miss the Design Matters blog, which should be a must-read for any designer.
  • 37signals – 37signals is kind of the poster child for corporate blogging. Their “Signal vs. Noise” blog has almost 100,000 RSS subscribers and there’s a good reason: 37signals rarely blogs about their products anymore (they split off a separate product-only blog for that), but instead shares advice and insights about business, design, editorial, and other topics.
  • Adobe – Adobe offers a huge collection of employee blogs, many of which are great reads. By allowing employees to blog, Adobe has empowered them to evangelize their products for them — many post tutorials, advice, reviews, and other great tid-bits promoting Adobe products — while not pigeon holing them into talking only about Adobe.
  • BBC – In addition to their news blogs, the BBC publishes a series of behind-the-scenes blogs. They’re tremendously interesting, especially The Editors blog, in which BBC News editorial staff dissect the broadcaster’s news coverage and the media industry in general.
  • Southwest Airlines – Southwest Airlines’ “Nuts About Southwest” blog doesn’t take itself too seriously — and that’s a good thing. The company blogs about itself and the airline industry with a personal touch and has been producing a series of fun, behind-the-scenes videos that are both interesting and engaging.
  • Sun Microsystems – Like Adobe, Sun allows their employees to blog. They’ve been doing it for a long time, and their blog portal has over 4,500 bloggers covering over 110,000 posts. Some of their blogs, such as that of Web 2.0 and Web Services Evangelist Arun Gupta, have become quite popular on their own. That’s 110,000 posts of promotional gold for Sun and they know it.
  • Freshbooks – Taking a page from 37signals, the team at Freshbooks uses their corporate blog to share advice and insights into their way of doing things. Slowly, and in large part due to their blog, Freshbooks is turning their users into true fans.
  • Marriott International – Marriott on the Move is the official blog of Marriott Hotels, Resorts, and Suites Chairman and CEO Bill Marriott. Though a self-described technophobe, Marriott uses the blog to talk about his thoughts and opinions on all sorts of things related to being a hotelier. Marriott, who was recently featured on NBC Nightly News for a story on corporate blogging, says he blogs because it is “a great way to communicate with [your] customers and stakeholders in this day and age.” We agree.
  • Seagate – Penned by Seagate Global Marketing Manager Pete Steege, Storage Effect is a must-read blog for anyone in the computer storage industry. Beyond first looks at upcoming Seagate products, Steege mixes it up with musings about the industry and fun posts like a recent one about Batman’s storage requirements.
  • General Motors – The GM Fastlane Blog is a great example of corporate blogging because GM has clearly realized that regurgitating press releases is not what blogs are made for. GM talks a lot on their blog about their cars and trucks and the design choices they make while creating them, but they also throw in interesting treatises on current hot-button issues, such as alternative energy.
  • Quicken Loans – Quicken Loans publishes a handful of unique blogs — unique among corporate blogs in that they’re not overly self-referential. Their What’s the Diff? blog, for example, publishes stories about “things that make the difference in business and in life.” The Quizzle blog, on the other hand, posts advice about how to understand the home loan market. It is all subtle marketing for Quicken Loans, but it is done in an informative and useful manner that will win points among customers.
  • FiveRuns – FiveRuns, who create products aimed at Ruby on Rails developers, also publish an excellent blog. Along with regular tutorials about how to do things with Rails and use their products, the FiveRuns team also posts weekly five question interviews with prominent members of the Rails community. Brilliant stuff.
  • Accenture – Consulting firm Accenture publishes 8 blogs that are definitely worth checking out. Rather than just blog about what Accenture can do for your business, the company has tapped some of its smartest employees to share insights on business, communications, technology, consulting, and hiring. A sample of recent posts: how to balance work and life, thoughts about Twitter’s downtime, and musings on GTD theories.
  • Amazon Web Services – Amazon’s Web Services blog is truly one of the great corporate blogs because it reads like a fan blog. You’d never know that Jeff Barr, the scribe behind the AWS blog, is a Web Services Evangelist at Amazon just by reading his posts. That’s because Barr doesn’t write like a corporate flak. Instead he writes with the voice of someone who is truly amazed each day by the stuff that people build on Amazon’s suite of web services, and that makes reading the blog a pleasure.

My friend and former colleague Marshall Kirkpatrick also wrote a round up of good company blogs over at ReadWriteWeb in May. His list has some other great blogs that you should definitely check out if you’re either looking for something interesting to read or trying to figure out how to take advantage of your own company’s blogging efforts.

What other corporate blogs do you enjoy reading? Let us know in the comments.

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  • wendy ang

    what do you think of ceo bloggers? if you blog about related information with your product or service, is this considered corporate blogging already? we started a corporate blog that talks about web design and seo just the other day. i would like to hear your comments :)

  • Clayton

    Great post and thanks for the Quicken Loans mention. We’ve really tried hard to make our blogs interesting, fun, and something that accurately reflect who we are here at Quicken Loans. Blogging hasn’t always been easy. We’ve had some rough times and a few disappointments, but overall it’s been a great experience and we absolutely understand the value of corporate blogging. My only question – why doesn’t everyone?

  • Although I do not use them, DreamHost has a pretty good blog. The post the good and the bad about DreamHost as well as some random ramblings. I find most of their posts to be pretty good and interesting.

  • jeffbarr

    Thanks for mentioning the AWS blog!

  • Speaking of CEO blogs, I’m perhaps a little embarrassed to admit that I visit GoDaddy CEO Bob Parson’s blog every now and then, and not just for the girls in bikinis. Well maybe that’s part of it. But the sheer cheese in the way he sells himself I find hilarious. Sometimes I laugh with him, sometimes I laugh at him. I’m sure I’m not alone.

  • Ontario Emperor

    I also enjoy Bob Parsons’ blog, by the way.

    The corporate blogs that I read most often are those from Oracle, including Justin Kestelyn’s Oracle Technology Network blog and the Oracle AppsLab blog (Jake Kuramoto).

  • Mike McDerment

    FreshBooks is stoked to be on this list – thanks for the mention!

  • Matt Saunders

    I used to work for a company called PlusNet, a UK ISP, now owned by British Telecom. Their community site features staff blogs, departmental end-of-day posts and user forums. They really ‘get’ the whole conversation/cluetrain thing.

  • duncan

    Link to the Dell blog seems to be broken in Firefox.

  • Christopher Barger, GM

    Like the others who’ve weighed in here, GM is psyched to be on your list – and we’re grateful for the recognition. It’s good company… several of the companies on this list are companies we’ve admired for a long time. It’s also good to see a couple that I hadn’t known about — more people to learn from.

    Not that I want to get into doing cheap plugs, but this fall we’ll be doing a video post series that I hope will be as relevant and interesting as anything we’ve ever done on FastLane. We’d love to hear people’s opinions on the series, once we get going. (I am hoping end of August, but it could be into September.)

    Thanks again for the shout-out, and for placing us in such strong company.

  • Wow, great blog examples. Even though Parsons blog wasn’t on the list, I found that one to be rather interesting and oddly entertaining, thanks for that link too! 37signals blog is probably one of my favs.

  • @Duncan: Thanks! Should be all fixed. :)

  • tdskate

    and what about Google?

  • @tdskate: Google fails to make the list for two reasons: 1. they still don’t allow comments on most of their blogs and 2. while comprehensive, their blogs are still overwhelming just about updates and new products.

    Google does have a successful set of blogs, but I think they’re popular more because they’re about the web’s most popular group of sites than they are because they’re exceptionally written blogs.

  • Anonymous

    Then you certainly have a good reason for not including Microsoft. They have have some great blogs!

  • Pete Steege

    Josh, thanks for the shout out. Storage Effect has been a great experiment for me personally and for Seagate. We’re moving on to more and better stuff from here!

  • Although government and not corporate but nonetheless still of relevance to this topic, I maintain and am chief contributor to a fairly recently launched blog for an Australian, State & Territory Governments project over at http://blog.training.gov.au – which I sincerely hope does not fall into the “dull and unimaginative” category!

  • SocialMediaPlex

    Good post Josh! I was looking through the list. You missed the big G, Google blog. It is also a very good corporate blog, probably the most visited blog. Currently, its current Technorati Authority is 8492.


  • Wow! That is incredible. I constantly try to talk with my clients about putting effort into writing a blog for their companies, and also writing a blog correctly. While I am not saying everyone will get millions of dollars in revenue from a blog, they have such a huge impact on incoming traffic that it is hard to ignore a blog’s benefit!

  • That’s what I call a great list!

  • Sandeep Arora

    Great post on Corporate Blogs.

    It was used a reference in our Flash Video on Corporate Blogs. Here is the link

    When you click on references – you will see the mention. Just wanted to thank you and share the Flash with you.


  • Yes these are really one of the top companies in whole world, its strange but still some of the most bigger companies are not in the list.. like Microsoft, Google etc. Thanks anyway for the list..:)

  • Corperate blogs are informative but not always intersesting. I feel that they could use a little more pizzaz in thier writting stly to keep you coming back. And alot of the big companies just don’t seem to be to intersested in the blogging media as of yet, but why when it is such a good way to get your product and or service some much needed exposer considering todays econmic markets. Do they think that they are too big to fail?

  • Yes these are really one of the top companies in whole world, its strange but still some of the most bigger companies are not in the list.

    M Tech computer