Companies all over the social web are confronted with the need for ROI in corporate blogging.
Despite blogs being named as more influential than social networks in shaping consumers’ opinions and purchase decisions, many marketers and communicators are falling short.
Why? A focus on self-promotion has many brands running out of content ideas and time to show a return on their blog content investment. Tolerance for quantity of content and superficial social engagement metrics as a basis for results is diminishing.
Despite these challenges, blogs provide an incredible content marketing platform for connecting directly with prospects, the media, customers, new employees, investors and the industry at large.
To offer companies a roadmap to realizing these business blogging and content marketing benefits, I will be giving a presentation at the inaugural Social Media Marketing World conference in San Diego on Tuesday, April 9th.