A blog about the importance of blogs may seem, initially at least, a little self-aggrandising; but if you put that aside for a moment and read this through to the end, there is little doubt that you will come to realise the importance of blogging and why in this day and age it is practically a necessity for all businesses; irrelevant of their size, location, target customer-group, etc.
'Blog' comes from the fusing of 'Web' and 'Log', in the same way that 'Motel', the common name for a hotel by the side of a motorway, is derived from the words 'Motor' and 'Hotel'. Knowing this does not change the way the word sounds, but knowing its origins may help some come to understand its usefulness as an avenue of relaying information that a business may deem pertinent to its customers; as well as a means of documenting a business' history and involvement in community events.
The dissemination of information is only one aspect of the role that a website's blog is charged with, as it also contributes to the site's Search Engine Optimisation, which has a direct influence over how highly the site as a whole, as well as its individual pages, rank on search engines such as Google, Bing and Yahoo.
There are many ways to meet this criteria, especially on a site that is also used as a selling platform. One example of how this criteria could be achieved is to write unique product descriptions, which is good practice, but then go back and re-write them from time to time; which is just as tedious as it sounds. A better, more effective means of achieving this is through the regular posting of blogs, which will not only be recognised as fresh content coming on to the site, but will also allow the site to appeal to a wider range of users and search terms.
As stated, blog writing for SEO purposes is essential for businesses that operate online, but it is important that not all of its other purposes are overlooked because of this one factor. A business' blog, much like its social media, is an ideal means by which it can interact with its customers and find out their views. Like all points of contact, these avenues must never be underestimated, and to ignore the gains and PR benefits that it could potentially grant you could lead to you falling behind your competitors.
Irrelevant of what you may think about the word 'Blog', its purpose or its perceived usefulness, the fact of the matter is that it is a marketing tool that a good deal of successful companies have used to engage with current customers and attract new ones. If the fruits that blogging bore were not qualitative or quantifiable then it would not be one of the quickest growing, and heavily invested in, features on the websites of countless large organisations, as well as small and medium enterprises.