Why are we blogging? (Part 2)

Steve asked why we are blogging. To the reasons he listed I'd add:

1. As Micah Dubinko says here, the process of blogging encourages a more informal approach to even the most formal of documents (like whitepapers). Even though the current structure of our whitepapers is fine for our mostly technical audience, a less formal introduction to a whitepaper via a blog might help place it in context.
2. The use of trackbacks (as in the post above) may lead to a wider audience.
3. Our 'mass' communications with customers and prospects invariably concentrate on items directly relevant to our products and solutions. The blog, as a more informal medium, will allow us to introduce readers to other stories that are relevant to the markets we are in but not so closely aligned as to warrant inclusion in our regular roundup emails.