I sat in on that same session. Scott is very good.

In addition to the reasons to blog as posted here, the question a company needs to answer is what information will their intended audiences value.

Then how will they use that blog to extend beyond their own URL. For example, some blog posts may be right for a news relesae, or the blog is a summary version of a white paper offer that can be downloaded.

My two cents includes:

Research the general industry or topic area of your blog to see how extensive the blog universe is on that topic. If it is saturated, then perhaps a complementary medium is better, eg. podcast, video, regular webcasts that are packaged in an RSS feed.
Albert Maruggi | Homepage | 11.11.07 - 2:50 pm | #