This document discusses how incorporating blogging into a company's social media plan can help drive traffic to their website and position the business as a thought leader. It provides tips for what topics to cover in blogs, such as event marketing, content tailored for different target audiences, company and industry news. Staff can get involved by writing blogs based on their expertise. Blogs should include multimedia like photos, videos, audio and slideshares to engage readers. Tools mentioned that can help with blogging include screen capture software, content management systems like WordPress, and sources for stock photos and audio. The document also recommends merging blog content with email newsletters to recycle content.