What should your business blog be doing? If that’s a question you’re asking
yourself, read this excerpt from a current title=”TechNewsWorld Article - Blogs for Business: Benefit or Boondoggle”
href=”http://www.technewsworld.com/story/R3YRp1GwL6SHLe/Blogs-for-Business-Benefit-or-Boondoggle.xhtml”
target=_blank>TechNewsWorld article, “Blogs for Business: Benefit or
Boondoggle?”

“Blogs can create a direct outlet between a company and its target
consumers,” said Chris Thilk, a marketing expert at Bacon’s Information
Services, based in Chicago. “The immediacy is attractive, since the company can
avoid long advertising production cycles. The company can also be seen as
cutting-edge and as honest and untouched by PR spin.”

Another benefit is that the cost of blogging is lower than that of
other marketing media. “Blogs make telling your company’s story easy and
authentic,” said David Meerman Scott, a contributing editor to eContent
Magazine. “The rapid set-up and easy-to-use features of blogs help companies
reach both external and internal constituents.”

We often get stuck thinking about marketing, and when that happens we revert
to sales-speak in our communications. When, infact, your blog posts go in the
opposite direction; communication, honest and unmediated

The main goal you should have in mind, when business blogging, is opening
your brand. You should want to make it more accessible by giving it an
accessible voice.

As the online economy continues to mature, marketing is shifting away from
mass media to a smaller, more personal space.

When it’s all said and done, branding wont be a function of mass influence,
but a direct communicative act between one company and one customer.