It’s an intuitive concept that a potential client who feels that they have a relationship with your organization is more likely to cross over into becoming an actual client than one who doesn’t feel that connection. A blog can be one way of creating that connection to potential clients.

Diva Marketing blog talks about blogs as relationship builders in depth, here’s a snippet:

Blogging helps recreate some of that corner grocery store relationship. How? By letting your customers and prospects in on the humanism of the people who are your company. By allowing customers and prospects to participate in the process of doing business. By encouraging conversations.

The informal style of a blog can strip away the distance imposed by marketing speak and help build relationships.