The benefits of corporate blogging can be pared and shaved down into three primary purposes, presented here chronologically according to the marketing life cycle of a site visitor:

1. Search Marketing - one primary benefit of blogging (if done well) is expanding the quality and quantity of your site's content. Explaining this in rich detail would take too much time, but it is un-debatable that Google and other search engines favor websites that are content-rich and optimized for their crawlers. This includes having relevant content that is well written and updated regularly. Make a habit of contributing to your blog every few days, if possible, to build steady "interest" both from site visitors and search engine bots.

2. Improve Conversion Rates - high-quality, relevant content that addresses key business issues can help increase the confidence level of site visitors (customers, partners and prospects). But, the converse is true, too. Poor-quality or irrelevant content can cause visitors to distrust you. When picking topics and writing, be sure to communicate in a natural comfortable way, but avoid digressions that you wouldn't feel comfortable talking about in a public group setting.

3. Communicating with your Constituents - Once you have created relationships with prospects, you may find the blog a useful place to provide industry insights and topical recommendations. Keep your clients coming back for more information and you will find this as an effective means to spark new opportunities (either with the client or their referral).

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