You would think that one of the first things you figure out before starting a corporate blog would be what some level of expectation of what you will get out of it. However many times an organization will start a blog just because they hear so much about it, or feel that they should because person/org. X Y and Z have one.

Setting goals is a critical part of progressing in life, both in terms of an organization or company but also personally. Blogs are no different. The vast possibilities of a blog make it even more important to be tied closely to a goal. Failure to set a goal is like staring at a blank canvas and simply smearing paint around randomly rather than thinking about what you actually want to create.

By setting a goal (or even goals) it gives you direction in the content, publishing schedule, and methods to develop metrics to measure the success of the blog against that goal. For example an typical goal may be to get feedback from your brand advocates on any new product prototypes, or service offerings. A company could start a blog that just randomly posted what was new, and maybe that would get some readers… but you wouldn’t know if it was being effective or not.

By defining the goal of getting market research and feedback you can see how much valuable information is obtained from the blog, how much word of mouth is generated by those brand advocates who have now become a part of the product development process, and how sales were effected because of it. It also would let you focus on keeping the blog posts focused around product development cycles and releasing valuable information as necessary.

Those subscribed to the blog would be those who were deeply vested and interested in learning more about the product development cycle, and would be ten times more likely to read a post, share it with a friend, respond and offer feedback, or bookmark it for later reference.

Blogs can have several goals, but make sure you define at least one.

If you are working for a traditional advertising agency, it is time to quit your job. No we are not being bold, we are giving you some sound advice. Many of the large agencies are simply adapting… way… too… slow. They are sitting around brain storming the next 30 second spot, maybe they are even trying to be progressive and have hired an “interaction designer” who is hot with actionscript. It is too late however, they will not last. Mark our words.

The fact of that matter is that people are fed up with advertising in every way, shape and form. TV commercials are edited out with TIVO, banner ads are blocked or ignored, peoples spam filters catch that most recent mailing campaign you sent out. Don’t even get me started with direct mail and how much of that ends up in the trash.

I have yet to even mention how YouTube is slowly replacing TV and how online media is replacing print and print advertising. Podcasts are going to out run radio, and e-mail an online transactions will render most mail useless. Our traditional methods of connecting to consumers are failing, and the methods in which we try and target them will only become more and more obsolete. People do not want to be sold.

So what is replacing advertising? Simple… content.

Content is king, period. Great design can make up for weak content, but MySpace is a great example about how a site that is content rich can be fugly as hell and still be successful. Brands need to forget about their next big TV campaign, think about how you can offer consumers content that they will seek out. Instead of trying to shove your message in their face, create a message that they will want to find.

The smart brands are already doing it, whether it is a wealth of content about parenting by a company that sells diapers or legos builing a whole community of content around their product, some brands “get it.” People online are always searching for relevant content, these companies have found out how to advertise them with value rather than tricks or interuptions.

There are thousands of ways to create real value to consumers, and it is no secret that we think blogs are a great way. Don’t limit yourself or your company however. Simply sit down and think about what you can offer your consumers, and you will quickly find a long list of methods to offer said content.

Forget about the thirty second spot. Delete your banner templates. Throw away your ad rate cards and media kits. Think about value, the ROI and attention you get will shock you.