Anatomy of a Company Blog

Clients of IP.com and readers of our company blog, Securing Innovation, are tech-savvy. So, it's not surprising that most of this blog's followers read the posts via the RSS feeds (really simple syndication) by which we deliver content automatically to subscribers.

Sometimes, though, we wonder if those who subscribe to one or more of these RSS feeds aren't missing the big picture.

And, by that, we don't mean just the professional design of our company blog, created for us by the talented team of legal and corporate communications specialists at LexBlog. We're talking about the total picture, the way the company blog organizes content and presents an organic arrangement of information, each segment of the blog interacting with and complementing the other.

In additon to the main posts of this company blog, where we write about managing intellectual property, patents, trademarks, and trade secrets, we've added a sidebar column of "Quick Links" that is sort of a "clipping service" where we link to blog posts and news articles that are of interest to us at IP.com and, perhaps, to our readers. Some subscribers get our Quick Links in a separate RSS feed from this blog. Others might not have noticed it's a separate feed.

Also in the sidebars, we've collected links to several IP Resources as well as to many of the leading intellectual property blogs, tech blogs, and business blogs. This is the community of intellectual property professionals with which we at IP.com are engaged, not only online but in real-world interactions, email, telephone discussions, and face-to-face meetings. Among the many intellectual property resources in the sidebars of this blog, you'll find links to the top patent blogs, and more.

Notably, we've added a "Guest Blogger" column, prominently featured in the top left of the front page, where the contributions of other specialists and leading practitioners of intellectual property law and policy present viewpoints beyond our own perspectives.

What Is IP.com, and why read our blog?

When this blog began, Tom Colson, CEO of IP.com, introduced the company to the blogosphere and discussed why we believe in business blogs.

In our little corner of the online world, there's a lot happening with patents, trademarks, and trade secrets, and a lot of relevant stuff is being said on interesting blogs by people who really know what they're talking about. So we're joining the conversation, and blogging about how innovation is managed by corporations with a vested interest in their Intellectual Property.

Find the conversation. Join it. Contribute to it. "Conversing is how we learn. It's how we network. It's how we grow as professionals," says Kevin O'Keefe, CEO of LexBlog, whose team of experts guided us in the development of our corporate blog, "Blogging is a conversation. Not only do you learn and grow your reputation by joining in, you will not be conspicuous by your absence."

Since adding social networking tools to our corporate communications, we've worked continuously to improve the layout and design of the company blog to better engage in these conversations, adding new features as we grow.

Convergent Media

Where once the tools of corporate communications were press releases and newsletters, corporations today have continuous conversations with their clients, customers, and stakeholders. A press release or, better yet, an article based on the news in the press release, is posted on the corporation's own media channel, the company blog. Corporate executives, clients and customers read about it on the blog, or in their feed readers, and tweet about the news on Twitter, visiting the company blog to comment on the article.

 Click on the graphic link above to see how the CEO of Zappos recently announced the sale of the company to Amazon, in a letter to the employees posted on the company blog and to the followers of @zappos on Twitter, all 1,030,194 of them. Now, we're not a startup shoe seller, but there's lots we can learn from them. In the Twitter stream in the sidebar of our company blog and on Twitter @ipdotcom is where we put what we've learned about convergent media into practice.

If you've got a favorite RSS feed reader, be sure to add all our blog's feeds to those you're following. But don't then forget to stop by the blog, as well, to see what else is going on here. It's a work in progress, and we welcome your comments to make it more interesting and informative.

Please let us know in the comments below how we can make this company blog a helpful place on the internet for you to get the latest information about intellectual property. Did I mention that we're linked to IP Newflash from the company blog? Oh, you saw that. Wonderful.

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