A blog serves multiple purposes. A relevant blog, updated regularly, on your web site will improve your Google rankings and therefore your overall online reach. In addition to making your site more visible to search engines, it also lets the reader know where your expertise is. A well developed blog can support your company’s reputation as a leader in your industry.
Blogging is one piece of the content marketing puzzle. Although a blog can stand on its own, it is best executed as part of an overall social media strategy. The blog is the quality content that becomes the cornerstone of your other online efforts.
Here’s a New York Times article that nicely illustrates the overall effects of a well-planned content marketing strategy.