Blogging for Fame and Fortune

In doing research for a technology client of mine I discovered that with corporate blogs marketers seem to get blogging for “fame” but not blogging for “fortune.”

My research suggested that people who read corporate blogs tend to skew toward first-time visitors (think prospects.)  Prospects start a search looking to enhance their subject matter knowledge or solve a problem.  Relevant blog content that seems likely to fit their request goes to the top of the organic search list. Those prospects then have a reason to contact the content provider and perhaps continue on to become a customer. 

And people, in general, like blog data – they think it is more honest, educational and not as hard-sell as corporate websites can be.  So it turns out, as in most things marketing-related, relevant content that provides a tangible value is the most important aspect for corporate blogs to contribute to business success.