Choose a suitable platform
There are a number of blogging platforms available today – like Blogger, LiveJournal, Wordpress and Tumblr, among others. Many of these platforms provide usage free of cost. Ensure that you study the features of each blogging platform carefully and select the one that is most suitable to you. Consider the design templates that each platform offers, writing and editing features, as well as SEO benefits.
Use photos and videos
Add photographs and videos to the text that you use on your blog. This will add a lot of visual appeal, and will also balance your text. Do ensure that the photographs and videos that you use are of good quality and are relevant to the text.
You can take your own photographs, or use those on various photography sites like Corbis Images or ThinkStock Photos for a minimal fee.
Ensure that the text that you use on your blog is crisp and clear, and lucid. Be to-the-point and do not use unnecessary words or excessively flowery language. Be grammatically correct, and use punctuations correctly.
You might also consider the possibility of hiring someone to take care of the content for your blog.
Plan your posts
It is a great idea to plan out your posts well in advance, and not writing them just off the top of your head. Take time to think about the topics that you want to write about, and plan how you will go about writing the post. This will make your writing more effective and appealing.
Do not get too promotional
It is important for your blog to engage your customers, and be interesting to them. Use creative ways to achieve this, like linking to other interesting posts, or using quotes by famous personalities or expanding on an item that has been in the news.
Ensure that you do not get too promotional while writing your blog. If your blog is entirely about your business and products, there are chances that it will become boring for your customers to read. Do not make it sound like an advertisement.
Do not just write posts on your blog and leave it at that. Be interactive. Reply to comments on your posts regularly. Respond to the feedback to your posts with honesty and on time.
Invite guest writers
If possible, invite another blogger or some authoritative figure from your line of business to write a guest post for you, about a topic that is relevant to you. This will add a lot of credibility to your blog, and ultimately, to your business.
Read other business blogs
Read the blogs of other businesses that are in the same line of activity. This will give you an idea of how they are going about their social media marketing, and what they are doing to engage their customers.
Do not hesitate to comment on the blogs of other businesses, and link up to any of their posts, if you find them interesting