B2B blogging is an effective way to demonstrate thought leadership and establish corporate and personal credibility, Search Engine Land reports.

Companies that have yet to incorporate a blog into their marketing campaigns are missing the boat. According to a recent report from CMI and Marketing Profs, the use of blogs increased from 51 percent to 65 percent year-over-year in 2011, while their addition into marketing campaigns grew by 45 percent.

Business2Community reports that blogs can be utilized in a variety of different ways. For example, email newsletters can contain certain blog posts from the past month to pass along to subscribers.

Other uses include a platform for announcements and calls-to-action to direct traffic to additional content; a response measurement device to determine if a topic for say, a whitepaper, is worth the time and effort; a way to fuel social media engagement; an outlet to demonstrate a company's value by posting interviews with thought leaders; an SEO-booster and an pipeline to start conversations via the comments section.

Another benefit, according to the news source, is instant gratification. Instead of "waiting in the IT queue line" to release content to the public, businesses can post thoughts and announcements in a timely fashion. 

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