The first rule of measurement is know your objectives so you know what to measure.  That said, it’s a challenge to decide on objectives for a blog when you don’t know what the possibilities are.  At Lion Brand Yarn Company, we outlined objectives before we launched our blog in 2008, but what we discovered was that we would benefit in ways that we did not imagine.

Of all forms of social media, blogging can be the most time intensive. It is also a tool that requires a sustained, long-term effort. But therein lies the power of this tool. Developing a rich bank of content that serves our audience has been an important asset to our company. Here are five benefits of blogging that we have enjoyed: