Blogging is finding a niche as a marketing tool for small business owners, who like its low cost and potentially high returns. Only 5% of small business have blogs, the New York Times reports, and while many more could benefit from them, a company has to be sure of the blog’s purpose and match the content to its business model.
Consultants are the most natural fit, being “in the business of telling people what to do,” says one blogging expert. For others, a little creativity is required. Bloggers may want to demonstrate that their businesses are socially responsible or employ unconventional approaches. Or, like Denali Flavors ice cream, a company might just build a highly popular personal finance blog for which it's the sole advertiser.