Something we've been trying to overcome with prospective clients here at Compendium is the overall concept of "blogging for a purpose".  I know when I am speaking with potential clients several of them know they should be blogging, they've heard what it can do for search engine optimization (SEO), but they just don't know why.  I love it when I can actually see the light bulb go off above someone's head when they get the concept after I show them a demonstration of our software.  It's definitely a perk of the job when a marketer now realizes what an integral tool our software combined with their company content can truly be. 

I was having a conversation with some friends after work last week, and we were in somewhat of a debate about the effectiveness of blogging.  Consumers are becoming smarter, therefore we as marketers have to be one step ahead of them and become smarter ourselves.  They no longer click on banner ads...actually...when is the last time you saw a banner ad?  People are using Google to find exactly what they want.  People aren't using the Yellow pages, they're not looking in the newspapers, what they're doing are getting on their computers and searching.  And when those customers do that, you as a marketer need to be right there in those organic search results, raising your hand, and saying "I can help you!".