A blog is basically a website—an online journal— that creates a culture with real people sharing experiences and thoughts on a particular subject. Blogging is a great way of generating a buzz about your company which creates more brand recognition, awareness and publicity.

The most important thing to consider before starting a blog is whether you have something to communicate to your customers outside of your regular marketing and sales efforts. Blogging is an excellent way of demonstrating expertise and should offer some sort of advice in something you have knowledge about. A blog should add value to your brand and educate your audience while it builds credibility, trust and authority.

It is also important to consider if you have the time to update and maintain a blog at least once a week. Blogging takes commitment and many blogs are left to die on the web quietly and slowly from lack of attention. You also need to consider the time it takes to moderate comments, respond to reader questions and read other bloggers posts.

Blogging is a public act and you will be analyzed and sometimes criticized by your readers. You must be prepared to take criticism well and live with the consequences of what you say. You might be able to delete a question or your entire blog but archives and other bloggers pick up info on the web that lives forever!

When setting up a company blog you need to make sure that the blog’s design is very similar to your website. This maintains brand continuity and corporate identity. Do not use generic or dull themes. Your blog domain name should be simple and needs to be under the company’s domain name and not under a generic name.

A well-done blog has an opportunity to develop a following, a high-volume of traffic, and a strong search engine position. A blog is a great way to define your company’s image and to show potential customers a different side of your company beyond just trying to sell products. So, should every company belong in the blogosphere? No, not every company can blog, but those who feel comfortable writing relevant content should definitely try it.