EXECUTIVE SUMMARY
With all of the buzz around corporate blogging, we wanted tounderstand the real value of it for companies. Why would a companywant to start blogging, who should blog, what makes a blog successful,and how can a company use this type of website to make a positiveimpact on business?
My contention is that blogging is great for individual professionals and professional services firms to build their brands and expertise. For others it's a good way to test out new ideas. The vast majority of others will find the blogosphere a great means of evesdropping into conversations. But even those need dedicate resources, and in these cash strapped times, it remains a moot point as to where they will find those resources.
Gautam I actually take a different view, I think that many companies spend money on pay per click advertising to get a sales leads, when in reality a good content strategy for their website will produce high rankings on search engines as well. In some ways a blogging strategy can be cheaper than spending on pay per click ads.
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