We’d like to think that once a corporate or organizational blog gets traction we have a legion of loyal readers who come back again and again for more of our brilliant – or at least useful – pronouncements. Maybe not. Chris Baggott of Compendium Blogware thinks otherwise. It’s his hypothesis that most traffic to corporate blogs consists of first-time visitors who are searching for information. Full stop. Think about that. If that is the case, then strategy for a corporate blog should be less “about thought leadership” and more about “solving immediate problems expressed by the searcher” (Chris’s words in quotes). I don’t know what the answer is. I tend to think it’s a blend of the two. In any case, I invite you to take Compendium’s quick corporate blogging survey which asks for stats around traffic to your corporate blog. Full disclosure: I’m a strategic advisor to Compendium in 2010 and I helped draft the survey.
