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Expose the unique talents of your employees. It's really cool to see that your sales coordinator is a drummer in a rock band and that your shop foreman is a gourmet cook, specializing in French cuisine. Expose a little bit more of what makes up your company's unique personality. These details give outsiders a glimpse of what it's like to deal with you before they walk through the door and might provide "instant rapport" when the potential client walks in the door.

Your unique blogging voice
Your company's "blogging voice" and flare will evolve over time. You should encourage many in your organization to write for the blog and see where they take it. Of course, the software makes it easy to moderate and edit the posts in case someone decides to post a rant about your management style. Also, don't forget that there might be a budding writer out there operating your equipment.

Engage your organization in blogging passion and watch the results!

Doug Mitchell is the vice president of business development at Dispatching Solutions Inc., a provider of logistics software and GPS tracking solutions to the equipment rental industry.