Executive bloggers ‘humanize’ their business

Adding to your company’s bottom line is always challenging, and many business executives believe that blogging attracts clients, loyalty and assistance in making better products and more profits.

For small- to medium-sized companies, blogs can reach a broad spectrum of potential customers, according to Todd Vernon, chief executive of Louisville-based Lijit. His blog – www.lijit.com/blog – has been up and running since 2006.

“Through blogging, you can understand a company’s business. It’s not sterile like a press release. You get news and information from an executive point of view,” Vernon said. “What’s cool is the transparency. You can communicate information you would…