Blogs
You may be saying, I've heard of "blogs," but what are they? Actually, the term, "blog" is an abbreviation for "web log". In essence, a blog is like a journal or diary entry. In fact they are often used as an editorial or forum to express an opinion.
Typically, one individual maintains their own blog and creates a topic at regular or periodic intervals so that web-site visitors will return at somewhat predictible intervals. What make a blog valuable is that registered users on your site can contribute their comments to any particular blog entry. You get the value of their opinions, while demonstrating your expertise.
Of course, moderators can edit replies to ensure only appropriate content is kept on the site.
A business or organization could use blogs to gain feedback from customers, to introduce new product ideas or to offer industry related tips...showcasing your expertise. Links to other websites which discuss the topic at hand can be included in the blog as well.

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