Your business blog is an essential communication and marketing tool to use to grow and expand your online presence. Sharing messages through your blog allows you to show some professional personality and communicate to your audiences in a friendly, more casual tone.
When done consistently and correctly, a blog should increase your brand awareness, encourage comments and engagement, establish you as a thought leader in your industry, help encourage lead generation through blog subscriptions, and help greatly with the SEO of your website through external linking.
How does one know when their blog is performing well? There are a number of important metrics, including audience growth (return and new visitors), conversions, subscriber growth, inbound links to your blog, and improvement in your overall SEO metrics.