To blog or not to blog? It’s a valid question.
eMarketer reports blogging is gaining popularity with companies, but fewer than half will be blogging by 2012.
According to Parker Trewin at Genius.com, “Whether it’s the time commitment, lack of resources or lack of demonstrable ROI…surveys show that blogging…still is not a ‘must have’ in the marketing toolkit.”
I have to agree with Mr. Trewin that lack of time and resources is a big culprit. With the widespread layoffs of the last few years, marketing departments are strapped for both time and people. The need to do “one more thing” that takes considerable time and planning to show results falls to the bottom of the list. Especially if the fear is the results won’t be positive and jobs will be at risk.
There is also evidence traditional content marketing trumps social media activity, such as blogs. When buyers ...