Why Corporate Blogging WorksHeather Green
Gapingvoid has a very simple, elegant explanation called Why Corporate Blogging Works. It explains the dynamics of corporate blogging and how it can help both the customers and the company. Marketing too often seems to be trying to convince people of needs they don't have. That can be very hit and miss.
But in the case gapingvoid describes, you're figuring out the needs that people do have, and adjusting to them, rather than just wandering around in the dark. (Via CorporateBlogging.info, which also makes a nuance by pointing out that not all blogs are aimed at the kind of alignment Gapingvoid describes.)