She makes several good points, not the least of which is to note that corporations are slow to adopt blogs as part of their marketing strategy. On the other hand, small business is making hay with them. P. J. alludes to the fact that less than 10% of Fortune 500s have blogs, while small businesses have “leapt into the blogosphere.”
P. J. cites the recent Backbone Media study which found that three quarters of current business bloggers are from companies with 1-100 employees, generating less than $50 million in annual revenues. She indicates that nearly half of these bloggers are business leaders, presidents, or principals (45 percent); 33 percent are department heads; and 22 percent are staff.
Lastly, she mentions that, “Corporate blogging facilitates real-time online marketing opportunities, especially for big brands. Blogs aren’t a singular SEM vehicle; they’re just another tool. They don’t replace corporate pressrooms, e-mail newsletters, or corporate Web sites. Yet corporate blogs can create brand buzz that’s proving to be a worthwhile investment.”
Of course, what’s true for corporations is true for small businesses as well. The beauty of small business is that they can be much more agile in adopting new technologies such as blogs. Corporations, on the other hand, are bound by committees and red tape. It takes longer to push new initiatives through channels.
The majority of my clients at Radiant Marketing Group are small businesses, and I applaud them for their willingness to try blogs on for size.