From metacool is a good argument in favor of using blogs as a part of the marketing strategy:

any marketing website without a RSS feed should be flushed down the toilet

He’s right, and here’s why: synthetic fables created by ad firms simply can’t compete with honest, soulful stories told direct to you and me from another human being…

RSS combined with authentic, human content signals a new paradigm of marketing communications. The brands and people who will succeed in this new paradigm are the ones with real stories and the guts to tell them without the mediocrity-inducing filter of marketing “professionals”.

I agree very strongly: you must have the guts to stand up for your company and say “we need a blog” and then daily stand up and fight about the voice and content you need to deliver - at least, until the results become obvious and the “ah ha” moment arrives.

Blogs are the new wave for marketing and communication professionals. You might be thinking “well, what if it’s only a fad” or “what if it crashes,” well, think of it this way. People thought fax machines, email, and the Internet would never fly. In some ways, they may have been right - however, it is abundantly clear that each of these mediums have become successful long-term communication options. Blogs are the next phase, and the most powerful to date.

The bandwagon is moving along - jump on or be left behind.