“Why should we have a blog?” It’s a reasonable question.
Nevermind the fact that millions of businesses are blogging and multiples of those millions of customers are reading said blogs. In fact, 23% of the primary Fortune 500 corporations have an external corporate blog.
Blogs as a content management system make it very easy for content publishers within a company to surface informative, useful content directly to their “customers” and indirectly via search engines and social channels. Business bloggers report their activities have resulted in greater industry visibility, new customers & sales and thought leadership.
My take is that if a business has something interesting to say and stories to tell, then a blogging platform can be one of the most productive channels/methods for publishing and engaging. If not, then there are other, more important problems to solve.