Forrester have really stirred the pot this time. In a recent B2B study, they note that the number of companies seeing corporate blogs as a key marketing channel is decreasing (year on year). A number of blogs have picked up on this, and it’s interesting for Forrester to take such a sombre tone, given their penchant to evangelise social media.
The one thing they point out is that blogs are often ill thought out and the reason behind starting a blog is not fully fleshed out. If the blogs start out with a clear objective, they are far more likely to succeed.
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