In a world dominated by tweets and updates, blogs don’t get as much love these days. No one sees blogs as sexy or overly interesting; they’re just a solid, if unspectacular, parts of the social media and online landscape.

What’s interesting, however, is I’m starting to see more interest in blogs from clients. Many of them are looking for ways to differentiate themselves and establish a stronger online presence so the idea of having a blog resonates for many reasons. This is a contrast to just a few months ago when Twitter and Facebook were viewed as the most attractive social media options, while blogging was seen as labour-intensive.

While Twitter and Facebook are still integral parts of the corporate social media arsenal, I think blogging is starting to regain some of its cache because a well-written blog can be a valuable way for companies to tell their stories – and at a time when there’s so much digital noise, the ability to tell a good story is more important than ever.

Another reason blogs are such a key part of a corporate social media program is they can be great content engines to support a company’s overall social media efforts by generating material for Twitter, Facebook, LinkedIn, etc.

A good blog can be also used to support marketing and sales programs by serving as a living breathing entity that reflects a company’s thoughts, strategic positioning and new developments.

Truth be told, blogs are workhorses while Twitter and Facebook are the glamour twins. But for many companies, blogs are playing an important role by acting as the key pillar for their social media efforts. This is the big reason why blogs could make a comeback as companies see their value and have more resources to support them.

For more of my thoughts on blogging, check out this video by IT World Canada in which I explain some of the keys to successfully blogging.