What is business blogging? The short answer is that it is a form of adding articles to your business website on a regular basis, as if you you were publishing a magazine related to your brand.
Why should businesses blog? You need to blog, because the digital world is not one where you can “sell” products in the first instance. People come online predominantly to search for information. Therefore, the more information you are able to put out on your site, dynamically fresh and relevant to your audiences and your brand, the more your chances of being in the path of these information seekers who may eventually turn into your customers.
A blog post is not like an advertisement that directly tells your customer what your brand is about. A blog post indirectly attracts your customer to information he may be seeking that is somehow within your brand’s area of interest or expertise or knowledge. By supplying this information free to the information seeker, your brand can hope to build a regular reader-relationship with the information seeker, and eventually gain his trust to buy your products from you.