If your company has the resources to sustain its own blog with educational, non-promotional content on a regular basis you should invest in authoring a blog. For extra gravitas, you may consider inviting industry analysts, the leading journalists or other thought leaders in your industry or markets as guests to write posts for your blog.
The main benefits of business blogging are:
• you can start conversations that lead to new business opportunities with your potential customers by using your blog to demonstrate your competitive differentiation
• a blog is excellent for your public and media relations as it can position you as an industry expert and provide a valuable resource for journalists to turn to
• if you post regularly Google will re-index your site more frequently giving your search rankings a boost
• your blog posts can be shared globally via social media communities. These include LinkedIn, Twitter, Facebook and social media bookmarking sites like Stumbleupon and Digg which will give you a surge of new visitors and possibly some great new inbound links.
If resources are tight, you can still participate in blogging by guest-posting content on other industry bloggers’ sites or by making a concerted effort to post thought-provoking comments to others’ posts. When posting comments, always be sure to include your name, title and a link to a relevant page on your company website to support your comment and provide a valuable backlink to your site.
You can set up a blog for free.