They're actually talking about ROI from blogging...

Blogging is about self-expression, this will turn anyone joining their rank into a PR person who operate a blogging script...

And seriously, nobody would go to your blog if the content is optimized for ROI by the "Blog Council"

Btw. I do not blog.

To just shut up. Corporate blogging is the wart on the foot of a skunk. Only other skunks are going to be interested.
Corporate blogging is even lamer than regular blogging. Who do think you're fooling ? Are you at least a PR ? If not, you're just a moron doing a PR job without the pay.
By the way, the spelling mistakes in the article are excellent proof of the tenuous grasp bloggers have of their own language.
And if you don't know how to communicate properly, how the hell can you possibly say anything interesting ?