Blogging as a high-return marketing tool

A recent New York Times article discusses how blogging can be a low-cost, high-return marketing tool for small businesses. Blogging is particularly useful for consultants and professional services firms who need to position themselves as experts in their fields.

The examples discussed in the article show how small companies can use blogging to good advantage, but it does require good writing skills and not inconsiderable time commitment. To be truly effective, companies must formulate a cohesive strategy for their blogs and build a sustainable content pipeline.