The Blog Dogger‘Every business should have a blog,’ expert insists

Why are blogs more important now than ever before? The answers are plentiful

It’s a bold claim.

“Every business should have an authoritative, official corporate blog,” leading communications and Web expert Shel Holtz wrote on his blog last week. By “authoritative and official,” he means the content on a corporate blog should be viewed as statements of record from the organization.

Why is that so bold? A recent study found that only 16 percent of online consumers who read corporate blogs say they trust the content. Also, a mere 13 percent, or 67, of the Fortune 500 have blogs.

That’s grim data for corporate bloggers.

But Holtz insists…

Considered a futurist, Holtz claims he was scorned nearly 20 years ago when he said every company should embrace e-mail and equip employees with an e-mail address. He also notes that 12 or 13 years ago he was derided for advising companies to establish a presence on the Web.