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BizReport : Blogs & Content archives : August 17, 2010

Companies perceive blogs as valuable marketing tools

eMarketer has found evidence that, while consumers may be moving on from blogs to other social channels such as networking and microblogging, the corporate world continues to perceive blogs as a useful channel via which to drive website traffic, improve search rankings, and generate sales.

by Helen Leggatt

emarketer.jpgDespite their assertion that other social media channels seem to have "eroded the perceived usefulness of full-fledged blogs", eMarketer forecasts the use of blogs by companies will continue to rise over the next few years.

By the end of this year they predict about a third of companies will have a public-facing blog used for the purposes of marketing. This figure is forecast to reach 43% by 2012.

Why the rise companies implementing blogs? "Studies have shown that marketers perceive blogs to have the highest value of any social media in driving site traffic, brand awareness, lead generation and sales--as well as improving customer service," says eMarketer senior analyst Paul Verna.

A recent study from Invoke suggests consumers aren't leaving blogs behind just yet. In fact, their survey found consumers put more trust in a company's blog than they do their Facebook posts or Tweets.

Ultimately it's content that counts and it is content that will bring in new readers and compel existing ones to return and engage.

Just as with other social media outlets, blogs need to provide fresh content and an opportunity for dialog. As many successful blogs have already proven, communities of commenters can quickly build up, with some sites garnering more focused and lengthy "debates" in their blog comments section that on social networks.

If you want to learn more about how to effectively run a corporate blog a new resource has just been released. Blogging guru and CEO of DK New Media, Douglas Karr, has co-written a book on corporate blogging for the "Dummies" instructional book series entitled, funnily enough, "Corporate Blogging for Dummies".

Tags: blogging, corporate blog, social media

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