When it comes to business blogging, the future is bright. It has taken some time for business blogging to gain credibility, especially because much of the content out there is subpar. In the early days, there was far less competition, so the content that was pushed out didn’t need to have the same value as it does today. Now the stakes are much higher, and the companies that continue to produce valuable, high-quality and varied content will move farther ahead, especially as updates from Google push low-quality content down the ladder.

So, what changes can we expect in the near future?

First, the quality of content will be an important factor in determining the credibility of your business. According to the 2013 State of Inbound Marketing, 62 percent of marketers will blog in 2013. This means that you’re going to have to think outside the box to define your business and separate yourself from the competition. Fortunately, there is no one-size-fits-all approach for what a blog should be like. Your blog will be the right fit for your business and your readers, and quality will be specific to you. How will you differentiate yourself?

By building in-house writing teams.

That’s right; the best information about your industry and company comes from the people who work for it. Many companies rely on outsourced agents to create content for them, but the content can only go so far because the writers don’t know what goes on behind-the-scenes. Of course, you can’t assign just anyone to contribute to your blog, so finding content creators with a knack for writing and a keen understanding of your business will become a priority.

The good news is that once you find this person or people, not only will the quality and value of the content increase, but also the topic variety. Having a varied blog is critical in demonstrating your knowledge as an industry leader. More posts + more topics = more leads. Speaking of leads, an interesting, relevant blog is a great way to bring in quality prospects. It’s not just new clients that come to your blog, but existing ones as well. Having a well-rounded blog helps establish a solid rapport with your entire audience.

A final thought is that blogs will eventually need to be mobilized. Having a mobile friendly version of your blog means that anyone can read your posts and enjoy a slice of creativity from your brand. No matter how you look at it, business blogging is the most comprehensive way to share industry knowledge, market your product or service and interact with readers under one platform. Now stop reading and get blogging!