Blogs, short for web log, have been used to share thoughts on everything from cooking recipes to investment advice. Only in recent years have businesses and marketing professionals begun to take advantage of blogs as a tool to both educate and build a relationship with customers. As any other tool available to marketers, a blog must be used with caution. Blogging communities value highly the straight forward conversational nature of blogs and will dismiss anything that smells of blatant sales attempts.

Blogging is really a quite simple, low cost and easy process to begin. Simply by going to a blog hosting service, such as blogger.com or typepad.com, you can get started in minutes. If you have IT folks in house with a little HTML knowledge, they can get a blog set up so that it will appear as though it exists within your web site. I recommend the latter approach, since this is where the true SEO benefit exists. Pick someone within the organization, a subject matter expert, not necessarily the company President, that can give more of a front lines perspective.
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