#1 It is your opportunity to shape the conversation

Your website, social media profiles and other digital assets are a conversation between your business and your prospects and customers. Not a general conversation with a total stranger, but a conversation between a prospects who has a specific reasons for conversing with you and your business which has a specific mission (you are in business for a reason, right?)

Because the conversation has a purpose it needs a strategy to be effective in accomplishing that purpose and your blog is a bright opportunity to activate that strategy.

#2 Blogging is a way to move information quickly and widely

As a business owner or executive you are likely bombarded with questions on a daily basis. Questions about your products and services, questions about customer service, and questions as simple as "what are your hours?" Your blog is an opportunity to provide the specific answers to frequent questions to a wide audience. Now, will your blog stop all questions about when you are open and where you can be found? No. It may, however, reduce the calls for your attention.

#3 It is your opportunity to show what you know

There is something unique about your business. It is very likely true that you know something about the goods or services you offer that no other person knows. That knowledge can be the reason consumers do business with you and not with the next business offering similar goods or services. Your blog is your opportunity to display that knowledge and let the world know why your business is unique. Blogging is a long format option in a 140 character world, and allows you to expand, explain and illustrate ideas.

Blogging can be one of your business's most powerful digital marketing tools and it will be most effective when you love the process of creating, publishing and promoting its content.