So here we are, arguably 5 years into blogging and it seems like even the experts don’t really understand this medium and it’s value as a business marketing tool.

The brilliant Alex Iskold wrote last week asking the question: “Is the Blogosphere in a Digestion Phase”.   In this post he supports the conventional wisdom that blogging is tapering off as fewer individuals start blogs in favor talking through social networking sites like Facebook and that the only relevant model for business blogging is to try and build an advertising business based on publishing and driving a large audience.

All great points, but totally missing the key value propositions of Corporate Blogging:  Search Engine Optimization and Conversion.

An Enterprise Blog strategy doesn’t need to drive huge numbers necessarily.  Corporate Blog Solutions don’t have to (and probably won't) attract large subscriber bases.   

What organizational blogging needs to do is “Be There” when prospects come searching.   We all know what’s great about search marketing…..people actually tell you what the problem is…they type it right into that little box on Google.

The job of the Corporate Blog is to provide a credible answer or at least show a nice friendly (human driven) path to get to that answer.  The Corporate Blogs don’t need to drive huge numbers,  just throw out a big net.