46% of CMOs say engagement is key for a successful corporate blog

A new survey has provided insight from CMOs on the key indicators for a successful corporate blog.

According to Fortune 1,000 companies surveyed by blog printing firm Blog2Print, and featured in eMarketer this week, nearly a quarter had a corporate blog.

When asked what made a blog great, 46% of respondents cited an ‘engaged community’ as critical – nearly double that of any other attribute.

For the survey, ‘engagement’ was represented in terms of blog posts that receive comments; therefore this suggests that the CMOs polled considered blogs most effective when they generated a lively debate rather than purely pushing content.

The second characteristic cited was daily posting with 26% of respondents regarding it important to keep the blog constantly fresh.

The main reason for implementing a corporate blog given by CMO’s was that the tactic was important in ‘doing business today’ (50%) The opportunity to gain clients and customers was cited by 20% of respondents followed by establishing the company as a thought leader in the industry (18%)