A common argument around business blogging revolves around the purpose of a blog and what constitutes an "effective corporate blog". 
Position #1: There is one side of the argument that focuses soley on ROI. Bob Bly thinks "Unless a dollar spent on a marketing test returns two or three dollars in revenues, we consider that a failure - and cut off the promotion." He goes on to say that blogs may be a waste of time as they are an untested marketing media and has yet to see anyone out there show him a significant, positive ROI. (Needless to say, Bob must not be familiar with the Compendium solution)
Position #2: The other side of the argument, stresses that blogs are more for awareness and visibility of a company. In the same article Marc Orchant says "It's all about conversation... blogs help develop a conversation between a company and its customers and have become an important part of the marketing mix."
I offer Position #3, it doesn't have to be "this or that". A good corporate blogging strategy, like Compendium, encompasses all of the above from humanizing your marketing, increasing visabilitly, to tracking a measurable ROI. To learn more about blogging as a measurable search marketing tool, click here.
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