It still hasn’t hit everyone yet, but the smart companies perk their ears when someone mentions “blogging.” There is a reason that I call them smart, and that is due to the huge impact that blogging can have on business in both a negative and positive light.

There have been enough studies now to prove that self published online media is in fact taking viewers away from traditional media. Those viewers are now looking to digital magazines, utube, and blogs for their information (if they are not actually publishing themselves.) Now even small time bloggers have the power and influence to positively or negatively impact business based on what they write.

Their is a familiar phrase “someone will tell ten people about a bad experience, and only two for a good experience.” While still true, it is now amplified when the user chooses to blog about a good or bad experience. Not only in the direct readership base of the blogger, but remember that blog posts become searchable. Imagine a great review of your product/service that comes up anytime someone searches your company… now imagine a bad one. That alone can make measurable shifts in business and sales, and all based on a single blog post.

This may sound frightening, but we see it is an opportunity. It should tell you right now that your company or business needs to have methods for improving and monitoring customer satisfaction. After all, having nothing but happy customers is a great way to build a business.

Additionally, you should be monitoring the discussion of your company on blogs and online publications. While a bad review can negatively effect your business, it does give you the opportunity to change the publishers mind. A response by a blogger stating that they were contacted and the issue was resolved is a powerful vote towards your business and could potentially convince once bitter readers to open their minds again.

Most of the time when people talk about business blogging it is in the context of the business themselves blogging, but that is missing the whole conversational side of blogging. Some of the biggest positive impacts that blogging has on business can be achieved through engaging in conversations that occurring right now. Have you ever sent a trackback to other prominent bloggers? Left comments? Discussed the issues with readers?

If you are working for a traditional advertising agency, it is time to quit your job. No we are not being bold, we are giving you some sound advice. Many of the large agencies are simply adapting… way… too… slow. They are sitting around brain storming the next 30 second spot, maybe they are even trying to be progressive and have hired an “interaction designer” who is hot with actionscript. It is too late however, they will not last. Mark our words.

The fact of that matter is that people are fed up with advertising in every way, shape and form. TV commercials are edited out with TIVO, banner ads are blocked or ignored, peoples spam filters catch that most recent mailing campaign you sent out. Don’t even get me started with direct mail and how much of that ends up in the trash.

I have yet to even mention how YouTube is slowly replacing TV and how online media is replacing print and print advertising. Podcasts are going to out run radio, and e-mail an online transactions will render most mail useless. Our traditional methods of connecting to consumers are failing, and the methods in which we try and target them will only become more and more obsolete. People do not want to be sold.

So what is replacing advertising? Simple… content.

Content is king, period. Great design can make up for weak content, but MySpace is a great example about how a site that is content rich can be fugly as hell and still be successful. Brands need to forget about their next big TV campaign, think about how you can offer consumers content that they will seek out. Instead of trying to shove your message in their face, create a message that they will want to find.

The smart brands are already doing it, whether it is a wealth of content about parenting by a company that sells diapers or legos builing a whole community of content around their product, some brands “get it.” People online are always searching for relevant content, these companies have found out how to advertise them with value rather than tricks or interuptions.

There are thousands of ways to create real value to consumers, and it is no secret that we think blogs are a great way. Don’t limit yourself or your company however. Simply sit down and think about what you can offer your consumers, and you will quickly find a long list of methods to offer said content.

Forget about the thirty second spot. Delete your banner templates. Throw away your ad rate cards and media kits. Think about value, the ROI and attention you get will shock you.