Why blog? Because business is changing fast. Without a blog, you can’t join the global conversation, because you’re not tied into what’s been called “Web 2.0″, the social and evolving Web. Without an entree into Web 2.0, your business is crippled because the only way you can find out what’s happening in your sector is when you read about it in the news media, when it’s much too late to change your strategy to take advantage of new opportunities.
Blogs… evolve with every posting, each one tied to a moment. So if a company can track millions of blogs simultaneously, it gets a heat map of what a growing part of the world is thinking about, minute by minute. E-mail has carried on billions of conversations over the past decade. But those exchanges were private. Most blogs are open to the world. As the bloggers read each other, comment, and link from one page to the next, they create a global conversation.
On a more basic level, blogging cuts down on the cost of customer acquisition and retention. Denali Flavors for example created a group of four blogs to develop brand awareness for a mere $700: try running that one past your advertising agency. Blogs can save you big money, and lots of time, because they can form a live, on-going focus group for your business and your products.
Want more reasons to blog? Start reading the blogs published by your competitors and suppliers.
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Angela Booth, top copywriter, author and writing teacher.
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