Measure against your objectives
In a recent post Charlene Li of Forrester said she often gets asked about the ROI of blogging.
…a blog’s ROI is built around building a closer relationship with your blog’s readers, be it your most ardent customers or your employees. It’s that investment in the relationship that turns intangible, unquantifiable blogs into hard metrics.
Charlene makes the point in this post that you can’t use just one thing to measure the success of a blog. Her blogging affects many aspects of her position at Forrester.
When I spoke about the ROI of blogs at the Blog Business Summit and other conferences, I stressed that unless you know where you are going, you probably wont get there. A content strategy and a goal is vital to the success of corporate blogging.
To know if your blog is working you have to know what you’d like to achieve. And while there are some generic benefits – the human voice, better relationships, interaction etc – companies can have a specific goal for a blog.
Every other marketing or PR action has a strategy and a goal. So should a corporate blog
See Also
- Is corporate blogging worth the hype?
With all of the buzz around corporate blogging, we wanted to understand the real value of it for companies. Why would a company want to start blogging, who should blog, what makes a blog successful, and how can a company use this type of website to make a positive impact on business
