You’ve likely read about my recent research project with Chris Baggott, Jay Baer and Debbie Weil into the web analytics of corporate blogs. Our underlying premise is that most corporate blog traffic is not what many social media marketers assume it to be. Our survey results actually found that upwards of 80 percent of traffic on most corporate blogs comes not from your passionate community of fans, but from first-time visitors.

If you subscribe to the notion that you want to serve the needs of the majority of your audience in order to maximize the efficiency of your marketing efforts, this metric shifts the purpose and focus of corporate blogging from engagement and community building to winning search results.