Identifying a blog's value
Corporate blogging is a great marketing tool -- but not one that should be launched lightly. Like other marketing initiatives, a company's blog is an investment that should produce a measurable return. Thus, as I illustrated in an earlier iMedia article, much thought should be given to ways in which companies can enhance the value of these programs for both their consumers and their own bottom lines.
When contemplating this article, the first question I had to address was what exactly qualifies a corporate blog as being "outstanding." To me, an outstanding corporate blogging program is one that accomplishes the clearly articulated goals of the organization.
Under that lens, let's take a look at five business blogs that fit this definition.