Demonstrate The Value Of Blogging With Case Studies
Blogsurvey started in May of this year as a support blog to the Backbone Media Corporate Blogging survey, once the study had been published, blogsurvey continues to explore the value of corporate blogging. While I’m convinced of the value of blogging, mainly because of my background in the search engine optimization industry, blogging provides an acceptable way to generate valuable relevant content quickly, and you don’t have to go begging for links. I do think that we don’t have enough good case studies that show the value of blogging in a traditional sense, i.e. sales developed, traffic generated etc.
Now I strongly believe that blogs are the best way for a company to get their message out by communicating with that portion of their audience who are generating content online and reading consumer generated content online, just as advertising and PR were some of the best ways to get a message to an audience through traditional media. I do think that if companies can provide good case studies what actually show numbers, we’d have less people querying the value of blogs.
Posted by johncass at December 14, 2005 11:54 PM
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Completely true, but then we also would need case studies of non IT related companies such as the ones listed in the survey. Other industries like travel and pharma would be a good place to start to write these case studies. Certain there are real pearls out there.
Posted by: Philippe Borremans at December 15, 2005 5:10 PM
More case studies of other companies would be good, I agree. Though I think Pharma is a problem, blogging for highly regulated industries is difficult at the moment.
We did have a few non-IT related case studies in the survey. But by June of 2005, I think the leading companies involved in corporate blogging were the IT companies. The reason why I focused on those types of companies is that tech companies provide some of the best examples of corporate blogging because of the blogging activity agmonst customers in the tech industry.
Posted by: John Cass at December 15, 2005 9:54 PM