Backbone Media has published some preliminary results from their Corporate Blogging Survey and the responses paint a picture of why corporations start blogs. The top three reasons were:
- Another way to publish content and ideas
- Build a community
- Thought leadership
Interestingly, "Boost search engine positions" was the eighth most popular of the 16 responses. Recently, Steve Rubel suggested that corporate blogging believers should Sell on Search. The preliminary results of this survey would seem to disagree, but I think that search should be ranked higher. What difference does it make if you have a venue to publish content and ideas if no one can find you?
Thanks to PR Opinions for bringing this survey to my attention.