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Every single word you write and release into the inter-webs is an opportunity to reach through a computer screen and make a connection. A connection that leads to a relationship, that leads to a client, that leads to a referral that leads to another client (or three).
The internet gives us access to so many more businesses – businesses that may look just like yours. Potential clients can compare and contrast (on their smart phones, possibly while hiding in your toilet). We need to connect with people, to inspire and provoke opinion, and to grow a tribe around our business so that we’re cultivating leads and relationships, not shouting into a crowd.
Particularly if what you do is so left-of-centre that your Nanna nods politely when you try to explain it, you need to educate your prospects, through your blog, on what you’re doing and why they need it.