Build Credibility

• A blog can be a way to establish yourself as a credible, qualified expert in your field. Because it is an open platform on which you can publish anything you want, it gives you the opportunity to show off your expertise. Publish posts that relate to your business, clients or industry to bring in people who are looking for answers. A blog is also a place to showcase the range of services, which can help readers understand your full capabilities and lead to job opportunities.
  
  

Personal Relationship

• A blog creates a personal relationship with readers. When writing posts, inject a few informal details that will give readers an insight into who you are; if you are blogging for business, give readers a peek at the behind-the-scenes activities. Insider details showcase a familiarity with readers that will set your blog apart from more detached competitors.
  
  

Create a Public Presence

• To create a greater online presence for your business or your expertise, use a blog to provide greater visibility. Optimize the design and content for search engines to bring in readers who are looking for related content. A stronger online presence often leads to increased sales, a stronger brand and greater name recognition for you and your business.
  
  

Provide Value

• Blogs are an easy way to provide value for your readers, customers and business colleagues. Choose post topics that will be useful to readers. Provide helpful tips, ways to get more out of your products or links to other relevant articles around the Internet. Use a blog to respond to common customer service questions, demonstrating responsiveness and transparency. Changing, valuable content is one way to bring repeat visitors, which leads to longer exposure to your brand.
  
  

Drive Traffic

• A blog is a soft way to drive traffic to your main website or other articles on the Internet. To avoid irritating readers or putting them on the defensive, avoid posting advertorial-style content. Instead, embed a few links in the text that lead to your website for further reading; make sure you put an item in the navigation bar that will take interested readers to your home page. Use the blog to promote your products, services or creative output; just be sure to alternate these types of posts with others that simply provide value to readers.
  
  

Create Community

• A blog is an open forum that allows you to share your passions with the world. Well-written, enthusiastic blogs tend to attract people who have similar interests; as readers get involved by commenting, a community forms. With the input of informed readers, a blog inspires insight and shared discussions that can bond a group together into an online community.