Forrester on B2B Blogging

A recently published study from Forrester Research raises a new question: Are businesses of any size benefiting from blogging?

A new study by Forrester Research reviewed 90 blogs run by business-to-business companies in the Fortune 500, and surveyed about twice that many B2B marketers. Like most businesses, these companies want to use the Internet to reach their customers. But because B2B companies are selling to people who follow their products professionally and not for pleasure, they face a greater challenge than companies that sell primarily to consumers.

Forrester doesn’t recommend that businesses give up on blogging, however. Instead, it suggests that they spice the blogs up.

I think companies should move away from drab 'this is me' messages to 'customer insight' messages, presented in an absorbing way. Probably get a blogger and not just a 'press release' writer to do this. Does your marketing write your company blog?