Business blogging more than pays for itself according to a study carried out by Backbone Media – a Boston based company specialising in integrated search engine marketing and website design strategies for Business to Business companies. The survey includes case studies of blogs run by IBM, Microsoft, Maytag, iUpload, and Macromedia.
The study, available online in html format and pdf format, discovered that corporate blogs are living up to all the hype. Corporate blogs are giving established corporations and obscure brands the ability to connect with their audiences on a personal level, build trust, collect valuable feedback and foster strengthened relationships while and at the same time benefiting in ways that are tangible to the sales and marketing side of the business
Backbone Media President Stephen Turcotte remarked on the survey,
Looking at this from the perspective of an Internet marketer, there are obvious SEO benefits to publishing relevant content that is search engine friendly and getting more backlinks. However, a successful blog can do so much more. It can build a better company.
John Cass, Backbone Media’s Director of Internet Marketing Strategies, commented:
Every company is at a different stage in their blogging efforts, some are dipping their toe into blogging and getting good results, in terms of higher search engine rankings and thought leadership, while others have changed their whole product development process to make their company as open and transparent to customers as possible. The benefits of blogging are many, but it seems that to build and achieve the best results using blogs, a company must cross a cultural chasm that turns customers into brand evangelists.
The interesting thing about this concept is that if you do build a business blog and engage your customers, it is entirely possible to turn your clients into “brand evangelists” as John Cass says and there are few more powerful sales reps than satisfied customers!