Using a blog platform that is search engine optimized makes finding your business easier for web users. This can generate more leads and profitable relationships. In fact, research tells us 36 percent of people using the Internet trusted businesses more that blogged. They also help with media relations, according to a study by Porter Novelli and Cymfony.
While virtual reams have extolled the virtues of corporate blogging, not to mention, it's benefits of conversion and return on investment, blogs are also a powerful media relations powerhouse.
A Few Key Findings
- A clear majority of respondents (63%) report that they started their corporate blogs because they felt the need to participate in the medium,
rather than to satisfy a specific need; although more bloggers from
larger companies indicated they started a blog to satisfy a specific
need, still over 40% of larger companies started their blog because of
a perceived need to be in the blogosphere.
- The majority of companies surveyed (76%) indicated that they have noticed an increase in media attention and/or website traffic as a result of their blog(s) -- suggesting that corporate blogs may be attracting a new and somewhat untapped online audience.
- The vast majority, or 75%, also felt that their initial goals for the blog(s) have been met.
- Less than half of the companies surveyed (42%) indicated that through blog monitoring they have found at least one specific post that has affected the company or a brand and in the vast majority of cases it has had a positive affect.
- Despite general success, 71% of respondents are not happy with the level of interaction on their blog(s).
It's important to understand that blogs are not your sister's online diary, but powerful business tools that create opportunities to engage the media. While this is just a summary, you can download the complete report here.
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