If A Blog Falls In The Forest…

摘要

Before you launch a blog effort, consider this: People might not listen. Just ask Unica, vendor of enterprise marketing management software. About a year ago, the company launched a blog called the Marketers' Consortium, chock-full of ideas and steady updates, plus insights from marketing-guru guest writers. Initially, the blog was aimed at a select group of about 2,000 high-level marketing professionals but was later opened up for others to participate. The blog got about 1,000 hits per month, leading the company to eventually decide it wasn't worth keeping the forum going, given the time and effort its people spent writing carefully crafted blog posts. Unica will instead refocus on direct contact with customers and users, such as its in-person forums and user events.