Your blog should be an extension of your website.

Remember a visitor’s first experience with your company may be through a page on your blog. With that in mind your blog should match your company website both aesthetically and technically (with regards to navigation etc). Maintain your blog as a subdomain of your main site. By blogging on the same domain that hosts your company website you can help ensure that all inbound links to your blog posts also help juice up the “search engine lovin'” for your main site.

Leave the salesman at home.

Your blog isn’t about selling. Hold on; don’t start sending me hate email. Your blog is about your customers. Are you sharing additional information with them? Are they using your blog as an additional resource? Customers should feel like your blog is a potential source of answers to their questions, not a used car lot. Ask your customers what they want to learn about. Take a look at your search logs. What are people looking for when they come to your blog? Check with your customer service staff. They get inundated with many of the same questions each day. Your blog is a great opportunity to address these frequently asked questions.

To win the game, you have to show up

Consistency is the name of the game here. No one is saying you should spend your work days writing blog posts. However, if you want to truly want your blog to work for you, you must commit to working with your blog. That means maintaining a schedule of updates that you can live with. It also means that you need to be a part of discussion. Spend some time perusing comments and responding to them. If you catch yourself falling behind in your blog posts set up calendar reminder for yourself. You can’t win if you don’t play!

We’re not writing novels.

Some folks get caught up in writing long detailed blog posts that can stretch over several pages. Unfortunately, your customers’ attention spans are generally going to be very short. Try to write short, concise posts that can easily be consumed by your customers. You may find that brief paragraphs or even bullet point lists are better formats for you. As with most things you can test different posts to see what format and length works best for you. Try to keep in mind that you’re not getting paid by the word. Keep it short!