Blogs, short for "web logs" are electronic journals, technically speaking.
And continuing with the technical application, blogs are marketing tools with more power than any television, radio or hard-copy print advertising.
The reason is a blog's reach isn't limited to geography.
It can potentially reach every Internet user over the entire globe, that's the good news.
But it must compete with approximately 270,000,000 other websites online, that's the bad news.
However, most businesses are localized and don't have to fret over competing with companies in Mumbai or Perth.
The Good Blogs allow a business to broadcast its products or services through a different medium.
A blog lets a business take on an Internet persona of its own which attracts customers.
Simply put, a blog offers freebies.
It gives potential customers information.
Customers that read a blog come to trust the content.
And when the time comes, customers will go that business in order to purchase a product or service.
Blogs have other benefits: Open communication.
Customers can not only read a blog, they can become part of the conversation.
Comments allow customers the opportunity to weigh-in.
It's why Dallas Mavericks owner Mark Cuban blogs on a regular basis.
He uses a blog to spread his message in place of interviews.
Affordability.
Blogs aren't costly to set-up or maintain.
In most cases, a blog can be launched with little effort.
Business owners can advertise without paying outrageous prices.
Moreover, free blogging platforms give businesses the ability to wield the sheer power of the Internet.
Visibility.
As mentioned, there are millions of sites on the net.
But businesses seeking to be a big fish in a little pond can reach that goal through a blog.
Think of a blog as a newsletter that gets delivered to everyone within a business' zip code then reaches across city, county, state and country lines.
The Bad Of course, blogging isn't labor free.
Blogs require a bit of time and attention, just like customers.
To make a blog worth it, new content must be added.
And that requires the most precious commodity a business owner has: time.
Blogs are useless if not updated with new posts.
And there in lies the conundrum.
Commitment.
Blogs should be published with fresh content at least once a week to even stand a chance of being "seen" by search engines.
Blogs with two to three posts a week, every week are far more likely to get indexed, climb to the top of search results and stay there.
New ideas.
This is perhaps the biggest drawback in blogging-coming up with new ideas for content.
Business owners must brainstorm practically on a daily basis for new "conversations" to add to a blog.
Coding.
Not everything with a blog is push-button.
Though all blogging platforms provide users with WYSIWYG or What You See Is What You Get editors, there will be times a post won't display a desired look.
That's when going under the hood becomes necessary and not being familiar with HTML or CSS presents a real problem.
Hiring someone familiar with blogging isn't expensive and is often worth the investment.
The Snugly Warm fuzzy feelings do await in the world of marketing through blogging.
But getting comfortable is akin to finding that perfect sleep position.
It might take time but is worth the payoff in the end.
Customers will come away from a blog feeling empowered.
And that builds a trust that can't be duplicated in any other advertising medium.