Tuesday, May 31, 2005

WSJ.com - Blogging Becomes A Corporate Job; Digital 'Handshake'?

Wall Street Journal
(via Radiant Marketing Group and BlogDog)


A small but growing number of businesses are hiring people to write blogs, otherwise known as Web logs, or frequently updated online journals. Companies are looking for candidates who can write in a conversational style about timely topics that would appeal to customers, clients and potential recruits.

The annual salary ranges from $50,000 and $70,000. The job also includes duties, such as writing marketing copy and content for the Web site of the company, which currently has 15 employees, says Mark Lehmann, Web marketing director.

Dale & Thomas Popcorn, a Teaneck, N.J., gourmet popcorn company, is seeking an online-marketing coordinator to create and maintain a company blog on the love of popcorn, among other tasks. Paul Goodman, senior vice president of ecommerce, says he hopes a blog will enhance customer relations and help boost the company Web site's search-engine rankings.

The new position, with an annual salary between $40,000 and $55,000, opened in April. Prior blogging experience isn't necessary, Mr. Goodman says. "We're looking for candidates who are good at expressing themselves. What they write doesn't have to be perfect. It needs to be conversational and should translate our feelings to the community."

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