Because blogs, by definition, are much more informal and personal than marketing brochures or websites, bloggers need to be particularly watchful to avoid “trash” and deliver treasure. Being informal (which is what blogs should be) is different from being casual (which perhaps is what blogs, at least business blogs, should not be). With each blog post, you should focus on some aspect of your overall marketing approach. In trying to “win the search” and at the same time “win the hearts” of potential customers, include at least one valuable nugget – some expert information, a little-known fact, an observation about something going on right then in your business or in the world.
In winning blogs, the number of words devoted to bashing the competition or used just to fill space on nonrelevant topics: few to none. As a professional ghost blogger, I know that the focused blog offers byte-sized “treasures” (pun intended) in each blog post!