Great article from particletree, I particularly like this quote:
You’re one of a million search results approached by users with goldfish-like attention spans. How do you show them you have a quality publication on the web? Search result placement and the design of your web site are two ways to do this, but I would argue that it’s one thing to look like quality, and quite another to sound like quality. You want your customers to listen, not just stare. Blogs can give your company that voice.