Here's a great article about business blogging fundamentals. In the E-commerce Guide the articled entitled Tell Me About It: How Blogs Can Work for You covers the "buzz" benefits of a business blog.

Why You Should Start A Business Blog
Quoting Susannah Gardner who is a web designer and expert blogger :

"You have the ability to communicate one-on-one with customers in a casual way, and you can respond to timely events and maintain that community interaction on a weekly, or even daily basis. You can't do that with an established ad campaign."

And additionally as quoted from Susannah Gardner,


"Blogs are niche publications, so whether writing about sea life or home decorating, people in the media recognize you as an 'expert' and suddenly you're getting a lot of mentions in the press," he said. "It opens up opportunities you wouldn't ...   more »