First off - lets clear up what business blogging is not.
Your business blog will not be a significant traffic driver. You may get some highly desirable traffic, but in setting your blog up for success, get rid of the thought that it will drive a lot of traffic. Ain't gonna happen.
So, with that out of the way, what are the specific reasons why business blogging makes sense?
- Credibility. This is one of the best platforms in the history of marketing to show your customers that you understand their needs and values. Forget about speaking to "everyone." Your blog will establish credibility for you if you speak clearly and honestly to the groups that matter the most to you.
- Connection. Chances are, if you're a senior player in your organization, it's rare that you get to speak face to face to actual customers. A blog and its commenting system allow you get opinions and engage your most vocal users on an intimate level.
- SEO (think "long tail). A regularly updated blog covering topics that matter to your users is one of the most effective SEO strategies going. Just bear in mind that it will take time. It's like going to the gym: the first couple months are no fun and you don't see results. If you persist beyond that, you'll reap the bounty of your hard work and it gets rewarding. Quit at that point and you'll never benefit from your foundation of hard work.
Also, watch for an upcoming post on "who" should blog within your organization.
