Oh Business Value, where art thou?
I can see why a software vendor, such as Microsoft, would want to blog about their
products. In the end it helps to sell the software. Yes I know there are other reasons
like it raises awareness, puts a human face on the product, etc. But in the end these just
make someone more likely to go out and buy the bits.
But I work for a small IT consulting firm. We sell consulting, not software. So what
kind of payback does blogging bring? The business people that hire us do not read technical
blogs. Blogging might raise awareness among developers, but developers are never keen to
bring in someone that might make them look bad.
Any thoughts on whether blogging could bring business value to a consulting firm? If so,
how? If not, why not?