Entrepreneurs who blog can reach a new audience by writing in a conversational way and showing the human and personal side of their business, according to William Beutler, senior online analyst for New Media Strategies, a Web 2.0 marketing firm in Arlington, Va.

“Make your industry interesting to people by writing in a conversational manner,” he says. “Give people a glimpse into a world they don’t know.”

Beutler believes new businesses can benefit greatly from blogging. “There’s still an untapped audience in a lot of industries that are just starting to grow,” he says. “You have the potential to establish yourself as an expert in the field just by being the first person to write something interesting about your field.”

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