From tree trimmers to cupcake makers to steel distributors, businesses are blogging about the issues important in their line of work. They’re establishing an authoritative voice in their respective markets and they’re driving traffic to their websites. Collectively, they’ve adopted the philosophy that blogging equals market exposure.   To get the full-blown, positive effects, however, the successful bloggers of the bunch realize that writing can’t be a standalone effort. They understand that there are a few essential assets that go hand-in-hand...