UPDATED AT END OF POST
As I’ve been discussing the past week, I’ve been putting together some materials for clients and prospects so that they can understand the concept of social media in general and blogging in particular. The Wall Street Journal has an article, “In Search of Traffic”, that discusses some of the points I’m bringing up with people. The piece focuses on building site traffic for small businesses, but many of the points pertain to any company.
The article describes how companies should “Get lots of links”, “Be the expert”, and “Think More Narrowly”. These thoughts should be used for the entire site, but they certainly transcend over to the blog and how a corporate blog can help drive site traffic, in turn helping achieve business goals (more leads, investors, employee retention…).
Right now one of the points I make in my presentation is:
People use search to find what they need online…blogs increase SEO substantially…search is the most cost effective lead generator…blogs can be your most cost-effective business communications tool
Is this too aggressive; presumptuous; off the mark? Assuming that you have gone through the precursor of determining if a blog is the right tool for a company (VERY important), I believe that a solid blogging program will be the most cost effective communications tool a company can use.
UPDATE (12:17pm): Shel Holtz has a post that sheds more light on this topic:
A couple weeks back, the Economist Intelligence Unit reported the results of a study that revealed 80% of companies believe the range of technologies that fall under the Web 2.0 label can lead to improvements in their businesses. Since then, a couple companies have announced significant initiatives.
/kff
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Continuing the Discussion