Oracle blogs are geared at a wide range of readers. They divide their message into three categories. At first glance it may look like Oracle should focus on technology topics. Oracle probably started their blogging with technology topics. Today they expanded into executive and application areas. Since Oracle’s product use ranges from direct users like DBAs all the way to CEOs, Oracle’s blog content needs to be written for a wide range of readers. Oracle’s categories are:
- Technology Network Blogs: “What’s on the minds of the Oracle developer and DBA community? Read Oracle Technology Network’s blogs by thought leaders in Oracle Development and Product Management, Oracle ACEs, and customers themselves.” (description from Oracle site.)
- Oracle Executive Blogs: “News and opinion from the visionaries who are driving Oracle Fusion.” (description from Oracle site.)
- Oracle Application Blogs: “Oracle executives, employees, and non-employees alike share their insights and opinions about Oracle Applications.” (description from Oracle site.)
This example is useful to follow when you are writing to a too narrow of an audience. There is a security software company which has a blog about viruses and another one which write about hacking. Neither one writes about the business side of securing web sites and software installation. None write about the policy of security implementation or the executive responsibility to secure digital assets. If you ask most IT executives responsible to securing their sites, very few would be interested in viruses and hacking techniques. But they would probably read articles about policy and overall importance of security software. There are other areas open to corporate blogging than just the core product topics. The wonderful position blog writers have is the ability to look at how others manage their communication. Blogs on the Internet are open for anyone to read. Blogs from many companies big and small would surprise you in their message, content and creativity. Here is a chance for you to extend your wings and inform not only the direct users of your product. Influencing decision makers, support personal, internal influencers and others who are interested in your product is as useful to a company as direct messages to users. So think wide, and if you can’t figure out who else to include in your blogging, go look for fresh ideas around the web.