Content marketing and knowledge transfer, general image building and employer branding
Posted: Sun Feb 02, 2025 5:09 am
If the CEO runs their own blog, this often serves to personalize an otherwise rather abstract organization through a prominent personality. He or she gives the company a face to the outside world. The internal effect on employee identification should not be underestimated if such a blog is successful. It achieves reach above all if the protagonist in question demonstrates competence and presence in digital communication beyond blogging.
Well-known examples of blogs by CEOs of larger companies first came cryptocurrency data from the Anglo-American world, such as that of the extremely media-savvy entrepreneur Richard Branson or the CEO of the hotel chain, Bill Marriot, who was already quite elderly when he started blogging. In Germany, such blogs are rather rare. One of the few exceptions in Germany is Jörg Ehmer, CEO of Apollo Optik, whom I interviewed in detail here .
But with the growing number of leading figures from companies and corporations in business networks such as LinkedIn in particular, the digital strategy of such beacons is becoming more diversified. They often focus more and more on social media and, of course, also appear on the company's own digital platforms. But it is not uncommon for the CEO blog to no longer be located on its own page, but instead take the form of articles on LinkedIn, in a very blog-like format, but embedded in the platform. One example of this is Herbert Diess, CEO of Volkswagen AG .
mixed forms
event news and product information (…): many corporate blogs (or corporate magazines!) are intended to fulfil all of these tasks. Very often they are therefore mixed forms that combine to form complex editorial platforms.
Ultimately, it is not what the blog or magazine is called that matters, but how well it delivers on its promise to users. The editorial strategy and its consistent implementation determine success.
Well-known examples of blogs by CEOs of larger companies first came cryptocurrency data from the Anglo-American world, such as that of the extremely media-savvy entrepreneur Richard Branson or the CEO of the hotel chain, Bill Marriot, who was already quite elderly when he started blogging. In Germany, such blogs are rather rare. One of the few exceptions in Germany is Jörg Ehmer, CEO of Apollo Optik, whom I interviewed in detail here .
But with the growing number of leading figures from companies and corporations in business networks such as LinkedIn in particular, the digital strategy of such beacons is becoming more diversified. They often focus more and more on social media and, of course, also appear on the company's own digital platforms. But it is not uncommon for the CEO blog to no longer be located on its own page, but instead take the form of articles on LinkedIn, in a very blog-like format, but embedded in the platform. One example of this is Herbert Diess, CEO of Volkswagen AG .
mixed forms
event news and product information (…): many corporate blogs (or corporate magazines!) are intended to fulfil all of these tasks. Very often they are therefore mixed forms that combine to form complex editorial platforms.
Ultimately, it is not what the blog or magazine is called that matters, but how well it delivers on its promise to users. The editorial strategy and its consistent implementation determine success.