I spend an enjoyable afternoon with the Hampshire Ecommerce Group a week ago. I am always interested in how these groups view their digital agencies. It seems no love is lost in that dept. within this group, so if you are reading this and you have a client in these type groups then I suggest you start paying attention to your clients needs.
One of the discussion topics was Blogging and possible ROI measurables - here is an interesting quote from Forrester research:
"Many large companies stand on the brink of blogging, yet they are unwilling to take the plunge. Others, having dove in early, now face the challenge of managing existing blogs without the ability to show that they effectively support business goals. While blogging’s value can’t be measured precisely, marketers will find that calculating the ROI is easier than it looks. Following a three-step process, marketers can create a concrete picture of the key benefits, costs, and risks that blogging presents and understand how they are likely to impact business goals. This, in turn, enables marketers to answer the key questions, such as whether to blog or not to blog, or to make smart choices about an existing blog."