This Washington Post piece about business blogging both perplexes and delights me.
Why perplexed? It opens and closes with a case study about Jason Calacanis. While Calacanis was at the frontier of blogging for dollars–and extremely successful with Weblogs Inc–the case study talks about Calacanis’s decision to dump blogging in favor of a newsletter. It simply doesn’t fit with the remainder of the article. It’s almost as if the journalist had the interviewing lying around and decided to push a square peg into a round hole.
OK, that aside, if you are weighing the advantages of your business joining the blogosphere, then you should make time to read the article. While it won’t offer all the answers to your questions, it will provide you with some real world examples of how businesses are growing thanks to blogging.
I’m often asked “where’s the ROI?” in business blogging. I’m excited to see that Marriott is tracking the direct revenue generated from its blog:
Marriott has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott’s blog.
Is your business blogging? Care to share your success (or failure) stories?