I actually never heard of business blogging before this message. But it sounds like an effective way of communicating. To me it seems as good way to engage your customers without them having to commit to something. They can just come and go as they please, to get more information about the brand in a more approachable way.

However, there are so many communication tools for a company to use.. they should not create a blog just to have another online tool to reach their audience. It should have some added value to the customer.

I think business blogging is a valuable tool if it adheres to the corporate identity of the company (e.g. tone of voice, visual identity..) and is clearly recognizable as such. Through using it, companies have the opportunities to connect more casually and personally with their audiences and treat topics that are not suitable for e.g. their website. In addition, they can react faster to the business environment as blogs are a relatively easy to use and 'fast' communication medium.

Lastly however, I believe that whether the business blog survives or not largely depends on the additional value that it offers audiences and perhaps the industry that the business finds itself in. If customers find valuable tips, information and updates on a site that improve their brand and product experience, these blogs will be read. If the serve no clear purpose and are just 'another' communication channel, then I believe they won't last long...

I think business blogging is essential because I have seen this in the companies I have been working for. It is still a very effective way to generate traffic to your website / company and transfer competent information in an easy to digest way. I have worked for many online marketing companies though, so maybe this is not relevant for any type of company.

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Businesses should use blogs to increase search engine optimization, reach out to new clients, and build their brands.

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I think blogging is a very effective communication tool for businesses. With blogging they can very easily and effective make a connection with (potential) customers. People receive so much content every day, when you as a business can make the content relevant to the customer it will be remembered and eventually will have a positive impact on the relation with the customer. I believe that building relation with customers is the key these days.