Blog is a shortened version of 'weblog', which is essentially an online diary written by an individual or group of people on a chosen topic (as a kind of informal press release to interested followers).

If you have an interesting brand or proposition then people will want to hear about it - via your blog of course, and this in turn will hopefully influence their purchasing decisions.

Search engines like blogs because blog content is updated frequently (this does require your commitment and monitoring). The blogging culture also encourages linking to other blogs, which can also improve your rankings in search results. A great blog (with valuable knowledge sharing), as part of your marketing mix, can position your company as experts within your industry.