Program: Small Business Blog
Why we liked it: Recent research has documented a decline in interest in business blogging as marketers have migrated to less resource-intensive platforms such as Facebook and Twitter. This trend has actually created opportunities for blogging stalwarts, like Intuit Inc., that understand the search-friendly appeal of the medium and its ability to support in-depth customer conversations. Intuit relaunched its Small Business Blog in late 2010 and more than tripled its monthly visitors in less than six months. The key was a significant investment in original content through a dedicated editorial team that published 15 articles per week. Search engine success was boosted by sharing on Facebook and Twitter, and infographics were a particularly hot item on StumbleUpon. Intuit tracks new customers acquired through the blog and found that revenue almost offset content costs. With a firm content foundation in place, the company can expect to see those returns grow in the future.