Other articles by Bruce Freeman:

Creativity will make your gift to customers stand out Small-Business Professor If stacks of snail mail await you, online bill pay's one way to cope How to meet other owners of businesses Writing a piece on related topic a good way to get PR Devise pithy 1-minute pitch for your firm Prevent employee theft by getting involved in cash handling Spot on Internet now important as a phone number Thank-you note costs very little, but payoff is big Favorable e-mail address helps make good first impression

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Q I am a small retailer, and I already have a Web site. What kind of value can I get from also having a blog? I understand that blogging has become popular, but what of actual value will it add to my small business?

AIf your business has a Web site, a blog can be a very valuable business tool. The word "blog" is short for Web log, with Web pages that work as a journal. It is normally updated daily. Blogging sites can provide excellent information on many topics, although content can be subjective.

A blog can draw additional traffic to your site, give you a platform to speak authoritatively about your industry and your products, and allow you to engage with your customers and build brand loyalty.

Blogging software has become incredibly easy to use and, with even the most basic technical background, a small business owner can quickly be posting on a regular basis.

"A blog can provide your business with a powerful way to stand out from the hundreds of other companies on the Internet which are selling similar products or services," says Mike Levin, creator of the content intelligence tool HitTail. "There is no substitute for taking some deliberate steps to carve out a presence in the crowded, albeit highly profitable, e-commerce marketplace."

The more content (i.e. actual pages on your site filled with information) you have on your Web site, the more likely your site is to show up when someone does a Web search on a topic related to your business. If you own a clothing boutique, for example, you should write a blog post about different styles of low-rise jeans. The next time someone starts searching to buy those online, your site will appear higher in search results. This increases the chances they'll come to your site and make a purchase.

Through a blog you can also demonstrate expertise within your industry. This results in improved search engine ranking for your site, as well as improved customer confidence. A blog is also a great place to showcase a new product or service you are offering.

For more information, visit www.hittail.com.