The first way that most large companies and enterprises have used blogs is in public-facing communications with key audiences. Whether it's talking to customers, potential customers, or partners, blogs have already become a common part of a company website. The reasons why are simple: Blogs are extremely easy and inexpensive to update, and thus form a complement to, or even an alternate distribution venue for, content that used to be sent as an email newsletter or direct mail piece.

No less an authority than General Motors' Vice Chairman (and auto industry legend) Bob Lutz said it best himself in BusinessWeek magazine:

"To blog or not to blog? The answer, simply enough, is to blog. No better opportunity exists to engage in an open dialog and exchange of ideas with customers and potential customers."

One of the best reasons to use blogs as part of your marketing mix is that it gives you instant credibility with other bloggers. In many industries, the influencers and tastemakers in the community already have blogs; being able to engage them with your own messages is a critical opportunity you'll want to have available.

The voice of your blog can help build your brand and gives you an outlet for messages that are too long, detailed, nuanced, or personal to communicate through other media.

Next: Ways to use Blogs in your Business