Andy Angelos of WOM agency Zocalo Group posted an excellent question recently relating to ROI and corporate blogs. Specifically, he asks if the quantity of traffic using traditional Nielsen/comScore metrics like unique visitors, page views, etc. matter as much as the quality of traffic.
Here’s an excerpt from part of his excellent analysis: “Blogging for business (corporate blogging), however, removes advertising revenue and editorial competition from the equation, shifting the focus to quality over quantity. In terms of blogging for business, a quality viewer is an individual likely to disseminate niche information to a larger, more diverse audience.”
Disclaimer: I was one of the initial employees hired at Zocalo Group.
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