Business blogging “brings the most marketing and sales returns”

Tom Raftery's I.T. Views

excerpt:
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.