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Big company blogs are far from dead despite the growing popularity of new platforms like Snapchat, Instagram, and TikTok. While these social media channels offer quick and engaging content, blogs remain a powerful tool for businesses to connect with their audience. With their ability to provide in-depth information, showcase thought leadership, and improve SEO, big company blogs continue to play a vital role in digital marketing strategies. They offer brands a platform to share valuable insights, engage with customers on a deeper level, and build credibility in their industry.
A few years ago, I conducted an in-depth study on the best company blogs in America. With the ever-evolving digital landscape, I felt it was the right time to revisit this channel and evaluate the current state of company blogging.
Here, we highlight some of the best blogs from Fortune 500 companies, excluding the tech giants. It’s worth noting that the blogs of high-tech companies like IBM, Google, Dell, Intel, Cisco, and Microsoft are so outstanding that they deserve their own category. If I were to create a true “Top 10” list, these tech blogs would dominate the rankings.
- Quality of content (is it interesting, creative, well-written, human?)
- Consistency of publishing
- Engagement with audience
- Social sharing activity
- Alignment with corporate objectives
Here is a list of some of the best blogs from Fortune 500 companies outside the tech industry. These blogs consistently deliver valuable insights, engaging stories, and interesting content. It’s important to mention that tech giants such as IBM, Google, Dell, Intel, Cisco, and Microsoft have truly exceptional blogs.
1. Coca-Cola Unbottled
Coca-Cola has multiple content platforms, but Unbottled truly captures the essence of company blogging. It offers rich content and stories that align seamlessly with Coca-Cola’s corporate objectives. The blog promotes responsive engagement and highlights diverse perspectives from customers, employees, and partners.
Coca-Cola is one of my favorite companies due to its consistent excellence in marketing communications. Its strategies are not only effective but also well-executed, making it an outstanding case study for my classes and workshops.
2. Walmart
Walmart, ranked number one on the Fortune 500 list, boasts an impressive blog that matches its stature. The site features a variety of content, including product highlights, shopping tips, company history, seasonal features, and news. However, it’s the human interest stories where Walmart truly shines.
The posts on Walmart’s blog are often written by real employees, including store floor associates, which is a fantastic touch. This approach reflects the genuine spirit of the company.
3. Allstate
This blog covers a wide range of topics effectively, though there are areas that could be enhanced. It offers valuable and relevant content aimed at helping protect families, homes, and businesses. The site is visually appealing and well-organized.
While the blog is well-designed and informative, it seems to be managed by an advertising agency, which makes it feel less personal. It lacks real-life stories and personal experiences, which impacts engagement. Although the post author’s first name is mentioned, there’s no further information about them.
4. Whole Foods
This blog stands out as one of the top in the social media landscape. It embodies a company culture that is open, responsive, and in tune with its customers.
The content is packed with helpful information, and the company even creates posts to address customer queries. It is well-organized, and the wide range of topics is supported by a diverse group of writers.
5. ADP
This is one of my favorite company blogs because it offers solid, relevant content written by real people. It’s well-organized, incredibly helpful, and garners a significant number of comments and social shares.
However, it makes two major mistakes. First, the blog is not linked to its main website. Why create such great content only to direct visitors away from your site? It just doesn’t make sense.
Conclusion
In conclusion, the best company blogs deliver valuable, engaging, and well-organized content that truly resonates with their audience. They showcase authentic voices, often from real employees, and focus on fostering a connection with readers. The top blogs not only promote their products or services but also provide helpful insights, share customer stories, and cultivate a sense of community. By prioritizing quality content and genuine interaction, these companies set a benchmark for effective corporate communication in the digital era. As businesses continue to evolve with changing consumer preferences, maintaining a strong blog presence remains crucial for connecting with customers and boosting brand loyalty.
