For small and midsize companies, blogs will become the online option of first resort. Here’s why.

1. Interest is skyrocketing. Business leaders I talk to in every conceivable B2B and B2C niche eagerly seek a better understanding of blogs. And the more they learn, the more they want to blog.

2. Cost. Nothing drives business decisions like an opportunity to conserve cash. For small companies and start-ups, the outlay for a traditional Web site can be burdensome or even prohibitive. In contrast, blogs require minimal capital investment, AND provide …

3. Richer, fresher content. Companies tend to launch their Web site, cross it off their “To Do” list and utter a sigh of relief. The site quickly grows stale and becomes as enticing to customers as, well, a piece of stale bread. Blogs serve up a far more appetizing customer experience, because the information is always new, relevant, AND …

4. Relationship building! Unlike traditional one-way Web sites, blogs invite customer participation. Business leaders are quick to recognize the value of customer interaction and feedback. A few offhand post comments can sometimes provide more insight on a company’s products and performance than a $10,000 focus group or outsourced customer survey project–options beyond the reach of most small businesses anyway.

5. Improved business blog template design. I’m no designer, but clients frequently told me in 2006 that blogs looked too recreational or amateurish for corporate consumption. While that conclusion stems in part from poor customization choices rather than templates themselves, there is some truth to it. But now GoDaddy has a selection of attractive business templates, and Blogger beta templates–this blog being an example–offer a more professional feel. Other popular platforms, such as TypePad, have always been business-friendly and keep getting better.

6. The SEO Factor. Even the most traditionally-minded business concedes the crucial importance of search engine visibility. But how does a smaller company get the attention of a giant like Google? One option is to spend a few thousand a month or so on paid search. Another is to build organic search elements into the company Web site, which can be an expensive proposition as well. Neither option can guarantee more traffic. And while blogs can’t either, they can be optimized far more effectively than most traditional sites, and often at a more reasonable cost. The growing popularity of niche search engines and blog-specific search engines like IceRocket further enhances the SEO value of a business blog.

7. Demographics. While business leaders may not live in the blogosphere, they are beginning to have customers that do. (Not that many) years ago, people in the office gave me funny looks when I’d search for a new supplier online instead of thumbing through the B2B Yellow Pages. Today, everybody knows the first place to check out a company is at their Web site. In 2007, people will be looking for the company blog as well. Companies that have one stand to capture the younger part of the market. And they know it.

Although I could mention technical service support, thought leadership positioning, internal blogs, and monetization opportunities, I’ll rest my case! If I’ve missed anything–please let me know!

This post is part of the latest ProBlogger Group Writing Project.

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