...In fact, those self-promoting blogs Marshall seems to think characterize agency efforts don’t represent the best agency blogging. Agency blogs that produce the kinds of results H&K has achieved spotlight thought leadership, not awards and new-hires. The ain’t-we-great style of blog—whether from an agency or a company—never appealed to anybody, a fact reinforced by Forrester research that dates back 3-1/2 years.
When I asked study author Josh Bernoff about the Digiday article, he asked, “Did (agency blogs) have anything to say in the first place? Blogs are for thought leaders.” Which is exactly how Forrester approaches blogging. “Only Forrester analysts blog,” he points out, “and they are all, by definition, trying to be thought leaders.”...
Shelley Pringle wonders what's up with Canadian PR firms.