The online space is constantly evolving but one thing that remains constant is competition. As an online retailer you will always have people who are trying to take your customers. Given that most new customers will come through search engines, etailers must do everything they can to maintain their competitive edge. Blog marketing is a competitive edge. Similar to when paid search first came along, blogs are enabling some companies to gain market share and take customers from their competitors. Whether it be from increases on search engines, reaching blog readers or permission marketing through RSS and subscriptions, the company that blogs is the company that grows.

Some clients will tell me that they have great rankings and a great presence online, and that they don’t need to blog. I can’t really understand why not. If you have an edge and have managed to corner the market on certain keyword searches, you must have used some kind of technology that other retailers have not found. You are an early adopter. Why not embrace the blog as a great marketing tool?
Blog marketing will be seen as the greatest boon for websites since the early days of pay per click. Companies who do not blog will not only lose their hard earned competitive edge, they will fall behind as a new wave of early adopters uses blogs to conquer their respective markets.