Bob Bly did an interesting post yesterday about a new study by Forrester Research that "only 11% of IT decision-makers surveyed said blogging delivers substantial business value."
Bob goes on to say:
"That means nearly 9 out of 10 of those surveyed find little or no value in blogging.
Does this new finding finally put to rest the myth, perpetuated mainly by evangelists and consultants on the blogosphere, that blogging is the most important marketing tool since sliced bread?
Or are blogging gurus still going to try to sell corporate and marcom management on the silly notion that every business needs a blog?"
I agree, not every business need a blog, but for sure there are certain types of companies that can and do benefit more substantially. One such company is the professional service firm which benefits from marcom activities that help build their reputation as experts in their field, blogging drives more targeted traffic to their sites and keeps them in front of their ideal clients consistently.
Professional service firms: How effective have your blogging efforts been?
-Susan Martin, NYC marketing coach and blogger.
