Business blogging is a practice with many benefits. Here is but three:  First - it enables a business to show its depth and position on a range of topics relevant to its audience. This gives life to a brand that may otherwise only be heard through  carefully but clearly crafted communications collateral. Such collateral has its place, of course, but if used in isolation, today risks presenting a brand as less honest, open or confident. Second, blogs cause an organisation to actively think about the issues and changes facing its customers - a discipline as rewarding as it is rare. Third, blogging can give your organisation profile - or at least greater connectivity with your customers. Hear about ASB Bank's experience with iwantahome, here. In a related spin, in 2006, Nielsen BuzzMetrics looked to blog comments as a measure of influence; determining that some 30% of blog content is comments, but when Steve Rubel reviewed the results at micropersuasion, ironically 50% of comments were overt and unrelated advertising! There's a guerilla tactic.