Why You Need a Blog

I've been thinking a lot about blogs lately. At first I was skeptical about their use as a marketing tool. But then I did my own informal research and now I'm convinced... you need a blog.

Ok, not everybody needs a blog. Just the ones who have something worth talking about. But if you don't have something worth talking about, you're in trouble and you need to seek professional help.

For an example of how to do it right, read the blog for my favorite cafe, Victrola Coffee, and consider how it shapes your opinion of the place.

It doesn't even matter if people come back to it regularly -- though that's a great goal. The most important impact happens on the first skim. Sure, Victrola could just tell you about their passion for coffee. But the blog shows that passion. And that's the fundamental difference. Blogs do not just TELL you about a company, they SHOW you.

A good blog makes it almost effortless for potential clients to sell themselves on working with you. When comparing businesses, most people will presume that web content is probably just paid-for puffery. A blog, on the other hand, has an air of authenticity and can show your credibility, dedication, expertise and personality better than almost any other medium.