At initial glance, tech companies have deserted blogs, observes calm government resolution (CMS) provider Percussion Software. But not so fast: While only 20.5% of mid-market tech companies have a corporate blog, program companiesâ€”particularly smaller onesâ€”are some-more expected to say one for calm marketing.
So Percussion found in a news â€œThe Paradox of Blogging and Content Marketing,â€� for that a association surveyed 806 record companies.
Among that 20.5% with a blog, 73.9% post new entries once or some-more a month, since a remaining 26.1% are comparatively dormant.
â€œA transparent settlement emerged,â€� says a report: The some-more a tech companyâ€™s revenue, a incomparable a odds of a blog. Just 15.58% of companies in a $20-25 million operation confirmed a blog, contra 25.35% for incomparable companies.â€�If association executives do not understand, or trust in, a ROI of an active blog, they might see it as a â€˜nice to have,â€™â€� if budgets allow.
Software companies challenge a trends. They blog some-more than any other, with 42.8% progressing an active blog, contra that 20.5% for a tech zone overall. Software companies also fly in a face of a thought of a blog as a budgetary â€œnice to haveâ€�: 55.1% of program companies underneath $20 million in income say a blog.
That in sheer contrariety to a altogether corporate blogosphere (including consumer-facing companies). USA Today reported final week that a commission of companies (specifically among a 500 Inc. Magazine-named fast-growing companies) that say blogs fell to 37% in 2011, down by 50% from 2010. And, only 23% of Fortune 500 companies confirmed a blog in 2011, representing no change over a before year, when that series had grown for several years. Here again, a holdouts were tech companies, with ones like Apple, Google and Microsoft blogging actively, where other companies are calm to rest on Twitter and Facebook â€œmicroblogging.â€�
The takeaway, as Percussion describes it, is that a decrease of blogs altogether is no transparent indicator of their value for marketing. â€œCompanies that blog, many with tiny budgets and minimal resources, see a couple between blogging and achieving altogether selling goals.â€�