Blogging for fame and fortune

I was doing some research on blogging for a technology client recently and discovered that although most companies understand the concept of how Blogs can help create "fame" few truly get the "fortune" part of blogging.

My secondary research found that people who read corporate blogs tend to skew towards first-time visitors (think prospects.)  Prospects will start with a search to help solve a problem they are having. Relevant blog content will often rank highest on the organic side of searches and people like Blogs.  They think Blogs are more honest and less hard sell.

So, as in most thingsmarketing related, in turns out that relevance is the most important aspect of blogging for fortune.  And strategic keywords that support the brand strategy are the key ingredient.