Corporate Blogging: The ROI of Blogging

Many companies, including mine, have corporate blogs today.  What do these blogs achieve?  Who determines the criteria by which their success or failure is measured?

"As a web marketer, you sometimes know better than your customer. But, you’re dependent on them for work. Be careful how you manage their expectations, especially if they want to achieve (not measure) that’s close to their heart. Once you have their trust, bridge them to a more rewarding activity where you can demonstrate your expertise and… show them what’s really worth measuring."

Ivan Walsh explores the metrics and ROI of corporate blogging on his blog at http://www.ivanwalsh.com/business-development/corporate-blog-metric/