My recent post in Marketing Profs’ Daily Fix led to quite an entertaining and valuable discussion on the ROI of Corporate Blogging. Here are a few quotable quotes:
The thing that I find about blogging–and quantifying based on sheer volume of traffic–is that not all traffic is created ‘equal’.For many blogs, having 100 of the right, highly engaged readers far outweighs 1000 users that are either not necessarily in their target audience, engaged or in the purchasing cycle.
Blogs give you insights, answer questions some of your users never thought to ask, and take good care of your 1%-ers (and probably the next 10%-ers, too).
One way for a company to make it easier to measure the value of its blog is to clarify the blog’s purpose. Is it simply to address customer questions and concerns? Is it primarily to spread the word about new products? Is it to invite suggestions on where to take the business? The better defined the purpose, the more easily measured the ROI(ROB).
Also, Debbie Weil, author of the Corporate Blogging Book, wrote:
I’m currently running an informal survey on corporate & CEO blogging and the use of social media tools. The answer to the question: Does corporate blogging need to be tied to the bottom line (i.e. does a dollar value need to be tied to its success)?
60% say NO | 26% say YES.
I’m definitely surprised by those percentages and would love to know what Debbie’s target audience comprised of.
Feel free to participate in Debbie’s corporate blogging survey here
Any other comments to add on the corporate blogging ROI question?
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