Corporate Blogging

I blogged on this topic a few weeks ago and couldn't resist expanding on measurement...

"How do you know whether or not your corporate blogging program is working?"

We get this question all the time. The answer is simple:

Business blogging can be measured the same way that all other marketing is measured.

The top line measurements are: Total traffic, quality of traffic, and clicks on your call-to-action.

Yes, that means that your blog template MUST incorporate something for your visitors to do. They need something to click on. That's no different than how you treat your website and email marketing campaigns (and if you're not treating them this way, now is the time to start).

The bottom line metrics are: Leads and dollars. That could be dollars generated or dollars saved.

My next few posts are going to feature Compendium's own blogging program and I'll also feature metrics/stats from some customers.

I'll also cover the key aspects of success in order to get the top line and bottom line metrics headed in the direction you want.