Deep within Technorati’s annual State of The Blogosphere report were buried some rare and very interesting statistics on corporate blogging behaviour, important enough, we thought to turn into an infographic (see here)
New Business THIRD most important reason to blog?
The stand out discovery for me, was how little importance companies currently place on the ability of blogs to generate new business with ‘sharing expertise’ and ‘professional recognition’ both seen as more important purposes of the corporate blog.
Businesses are missing a trick here, the trick of inbound marketing, where the content on your blog can travel virally to engage new customers and equally pull in customers via SEO. Blogs build communities too, a ready-made audience to engage with, so long as you have good enough content.
Why invest in quality content then?
Interestingly, while most businesses are not yet making the connection between great blogs and new business, they are willing to invest in content. According to Technorati’s research, 44% of companies are prepared to invest in dedicated writers – essential if the quality and quantity of blog content is to be maintained. More »