Forrester finds blogs are showing up on business marketers’ radar

Laura Ramos of Forrester is digging into the world of business blogs.

70% said they planned to boost their spending on social computing tactics during the next 12 months

Should every B2B marketer blog?  Perhaps, says Ramos.

Questions marketers should answer are: What is the purpose of the blog?  Who is the audience?  Will the blog encourage participation? And, who should own the blog’s content? 

Blogging is a commitment and it takes resources.

B2B blogs may not be as personal as individual blogs, but depending on the purpose, they can be an excellent adjunct to your communication strategy.

Blogs can give you better search engine visibility – that’s vital to business success today.

Blogging can build a profile for the author/s. That might be useful.

A business blog can create a community, or give you insight into customers’ feedback – positive and negative.  Scary – but  very valuable.

Before you rush in where bloggers fear to tread,  figure out a strategy, line up the needed resources and get some training on how to blog successsfully.  You’ll find that your business blog will pay real dividends.