I came accross a post by Chris Brogan that is about a year old. Still relevant LOL. He's reviewing a book called: Branding only works on Cattle and makes this point:
“Search is a larger, behavioral reality that impacts corporate strategy.”
Baskin rightly points out that marketing strategies that don’t include a heavy element of search won’t work well for us. One of the reasons that I advocate content marketing, such as writing a compelling group blog, is that it’s an opportunity to build search equity. Writing about things that people might search for is a great way to find some new people at your door who might want a look at your product.
Exactly. Although the world has evolved beyond the Group Blog to more widespread employee blogging, Blog Marketing is moving mainstream as a corporate marketing strategy for the simple reason that you can drive very high ROI by winning search and solving problems for your customers.