Why Blog?

VisionPace asks the primary question.
Let us examine Doug Bliss' answers...

"Why Blog? From a business perspective blogs are no different from marketing channels like video, print, audio or presentations. They all deliver results of varying kind. The kind you can expect from blogs is mainly about stronger relations with target groups important to you. Below are a few blogging advantages we hope to benefit from."

Customer Relationships
"In a forum where your main objective is not to directly sell, you'll have a more personal relationship between you and your customers. Blogs are a fast way to engage customers' discussions, provide tips and insights or receive feedback."

Some of your readers will be come customers. But not just ordinary customers. Knowledgable and friendly customers. Customers who may actually behave like a sales or marketing department, as they may alert their network of associates, weak and strong ties, all of whom may, at least, speak of you positively, but some of whom will become veritable salespeople who, themselves, are strong and loyal customers.

Media Relations
"It's every PR-consultants dream to create a channel where media regularly check what you have to say, instead of media just being passive - sometimes indifferent - recipients of press releases."

Indeed. Especially since the blog arena is where so much of the best news is to be found. You needen't even lick a stamp. Just point you browser to be right spots, and go!

Recruiting
"If you establish your company as a thought leader, people in your business will pay attention. They'll read and discuss what you have to say. Chances are good they will see you as an attractive employer."

One's blog becomes one's portfolio that one pieces together one blogpost at a time, and over time. Not rifled together in a frantic afternoon.

Testing Ideas or Concepts
"A blog is informal. It's part of a conversation where people (often) can comment, and the blog can provide you with a measure of value. Publish an idea and see if it generates interest. Does anyone link to you? What do they say?"

Some people say that blog comments, themselves, are blogs. And I tend to agree. I have have seen blog comments that were far better than the blogpost to which it referred. Indeed, some my very best writing has been written in comment windows.
One should always welcome, nay, inspire comments, and then be sure to attend to them. The benefits of a healthy comment world ripple in ways we have yet to discover. Hey! Who's at the door...

Search Engine Optimization (SEO)
"Google and other search engines reward sites that are updated often, that link to other sites and most importantly, that has many inbound links. Start a blog at your regular site and your ranking will receive a boost."

The higher your ranking, the higher you are on Google. You are high on Google, aren't you? Hmm. Not a bad ad:

I'm HIGH on Google!

Blog Entries
"Don't be as concerned with the length or style of your entry. Keep the focus on sharing your thoughts and opinions on a particular subject. That's what readers are most interested in."

Knowledge, facts and wisdom might be nice too. No didacticism though. And pleeeease don't be calumnious, petulant or insane. At least not at the same time.

(Thanks to BloggingBusiness for the link.)