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You might have heard the saying “content is king.” That idea needs updating, because fresh content is the new king. According to Technorati’s State of the Blogosphere series, more than 900,000 blog posts are created every 24 hours. By posting fresh content, bloggers increase traffic to their site, build customer relationships, and establish themselves as the expert in their field.

From a business perspective, a blog can help a company rank higher in the major search engines, attract more targeted traffic to its Web site, create and establish repeat traffic, and generate more leads and sales. Here are five ways to use a blog as part of a niche marketing plan:

1. Increase credibility. Make sure your blog is well written, to entice visitors’ curiosity. Organize your blog so it allows your customers to easily find the information they are looking for. It should contain your primary keywords, as well as a search option. Also, ensure that each posting allows users to ask questions and clarify doubts they might have.

2. Provide education. Blogs serve the role of a teacher, so make sure your blog has valuable information for your visitors so they can learn more about your industry, viewpoints, area of expertise, products, and specific technical information on a variety of issues.

3. Boost product sales. Detail all the benefits and usage of your product or service on your blog. This attracts prospects to your Web site, while at the same time keeping customers updated on the latest developments relating to your company’s products or services.

4. Boost internal communication. Make your blog accessible to everyone in your company, and display all current and upcoming events, future plans, and training opportunities. Implementing these and other strategies will help your blog play a key role in helping you communicate to your employees.

5. Establish powerful word-of-mouth marketing and recommendations. Create postings that invite comments. Viewer comments on your blog create extra content which in turn will help raise your search engine rankings and attract more visitors. Also, everyone trusts the opinions of “real” people more than they trust the marketing copy communicated by companies selling products. Generate content that entices your prospects and customers to post their thoughts and comments on your products, services, and company.