If you are familiar with online marketing you will already know that a blog is a powerful tool for gaining exposure for your website. The complex link web and the frequently updated content make search engines like Google very happy. This is however only half of the equation, blogging is also about the human element, which is much harder to analyze with numbers.

Another reason to blog is to build trust and to position yourself as an industry expert. If you are wondering how this can be achieved then consider the following;

You walk into two comparable auto dealerships; the first is visually stunning with a very attractive sales person that can recite all the vehicle specifications off the top of their head but does not seem to have a passion for cars.

The second is more modest, with a sales person that looks a lot like you. This sales person can’t recite each of the vehicle’s specifics verbatim but seems to have a passion for cars, and understands why different vehicles will meet the needs of different drivers.

Each dealership has its pros and cons, but many customers would rather buy from a salesperson they trust and can relate to. A similar trend occurs with websites, many customers trust the opinions of bloggers because they feel a personal connection to their writing, and may even consider them an expert in their field.

Blogging on a regular basis may not feel like it will have a comparable ROI to other marketing techniques, but if you are able to stick with it, it will become something you look forward to doing. If all else fails, blogging is a constructive use of your lunch break that beats surfing Facebook any day.