The blogosphere is an interesting little cul-de-sac on the Internet. It’s not the World Wide Web, although it operates there. It’s not social networking per se, even though blog posts regularly get passed around and commented on by communities of users. Blogging isn’t exactly journalism, either, although some journalists are bloggers and some blogs are journalistic in nature.
Blogging can be an effective way for you to reach your target audience—if you do it right. The best blog posts both inform and engage readers; the worst posts are overtly promotional and self-serving, little more than minimally disguised advertisements or press releases.
If you want to engage your readers, you have to learn how to write effective ...
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