We’re firm believers in Content Marketing and Blogging, and discuss them often on this site. So a recent eMarketer survey study doesn’t come as much of a surprise – that corporate blogging keeps growing and growing.
According to the study, released August 17th 43% of US companies will be blogging by 2012.
“Companies are finding that blogs fill a specific niche that other forms of social media do not,” said eMarketer senior analyst Paul Verna.
Because of the apparent staying power of blogs in corporate settings, eMarketer forecasts continued growth in company use of blogs for marketing purposes. This year, eMarketer estimates just over one in three companies have a public-facing blog used for marketing, a proportion that will rise to 43% by 2012.
And companies are really starting to recognize the value of blogging:
“Studies have shown that marketers perceive blogs to have the highest value of any social media in driving site traffic, brand awareness, lead generation and sales—as well as improving customer service,” said Verna.
“There is evidence that smaller companies are embracing blogging at greater rates than larger firms,” said Verna. “This might be because larger, public companies—particularly in industries such as pharma and financial services—have more legal, logistical and regulatory constraints than smaller firms.”
So if your company has taken a summer break on your blog (or longer) or you are debating whether or not to start a blog for the first time here’s one more reason not to get left behind, and to walk the walk (thanks again Kevin).
What do you think? Feel free to share your thoughts in the comments area below.