If you’re launching a blog for your business, you should know what it’s going to be about. If you are simply going to promote yourself, nobody is going to read it. So ask yourself some questions:
What do I want the blog to achieve? Ultimately, you probably want more business. But how? Do you want to build the loyalty of current customers? Do you want to show potential customers what you have to offer? Do you simply want to reinforce your brand? Or is the blog purely for fun?
Who is the audience? As you think about the first question, you will start to zero in on whom you expect to read the blog. A veterinarian, say, could try to write for any pet owner, or local pet owners, or current clients. Decide which.
What am I going to post there? You need to provide one of two things: Something entertaining or something useful. Or both. Unless you are very witty or a superb storyteller, it’s safer to shoot for “useful.” Give tips and advice. Share things you found inspiring. Keep your intended audience in mind. Don’t just try to sell people stuff. If you have a law firm that specializes in tax law, for example, there are surely myriad bits of advice you can dispense. They will show readers that you are helpful and that you are an expert.
Here’s a good example of a blog run by a business: Signal vs. Noise is published by a company called 37signals. The company sells web-based project-management services. And while the blog mentions new products occasionally, it more often offers tips, advice and ideas about the Web, design and business.