BtoB Magazine reported that the popularity of B-to-B corporate blogging was waning, drawing on new information from Forrester Research’s report "How to Derive Value from B2B Blogging.” Among those marketers surveyed, 53% said blogs were irrelevant or marginal in their current marketing strategy. The firm attributed this to a misalignment between the investment required and the expected returns.

This B-to-B marketing research report has generated a lot of press—enough with information gaps—that Forrester posted a clarification about the methodology. It’s important to understand that this study focused on a very small universe and does not try to put a total number on blogging in the B-to-B space. The research was compiled focused exclusively on B-to-B blogs, drawing from 90 Fortune 500 companies and the Computer Business Review 500.

Why B-to-B marketers are failing at blogging

The total blogging universe is huge. Technorati is currently tracking 112.8 million blogs. Why do most people blog? To share knowledge or passion. To hear their own voices. To be connected with other people and see what other think. But why should a b-to-b company blog?

As a Wall Street Journal Business Technology article noted, most B-to-B companies are trying to sell products to people due to a professional need, not a personal interest, passion, or challenge. Maybe that’s why Forrester found most B-to-B blogs are “dull, drab, and don’t stimulate discussion.”  Seventy percent stuck to business or technical topics, and 56% were just recycled press releases or company news.

I believe B-to-B companies are having a hard time understanding blogs. Or marketers are having a hard time accepting what a blog is about and shifting their thinking.

Should you have a blog?

Blogs are powerful things. A blogger’s post, a random opinion, can rank higher in Google search than a certifiable fact on a company’s web site. It’s easy to understand why marketers want to blog, but should it be a part of your company’s marketing strategy?

First, ask yourself these questions:

• Do you have something interesting to say?
• Does anyone want to hear it? 
• Do the people you want to talk to have the time to listen to you? 
• Can you maintain it and keep the conversation going?
• Can you be open, honest, and real?

Marketing campaigns and ads are about your company and your message. Blogs are about your readers. Give them what they want, and you may get what you want in return.