I've uploaded my slides from the talk on Monday here, but probably the most pertinent item is the list of strategic reasons for blogging:

• search engine marketing

• direct communication
  
• brand building
  
• competitive differentiation
  
• relational marketing
  
• exploit the niches
  
• media & public relations
  
• reputation management
  
• position expert status
  
• build up trust

Tomorrow afternoon's Blogging for Business session gives us another chance to really focus on this topic. Help us tailor the session to you by leaving a comment d

Be passionate.

there are two things unrelated to being able to spell and formulate beautiful sentences that are key to having a well-written blog:

• knowing/understanding your audience

• setting yourself standards by which you can judge your success

that said, let's talk about what seems to be consistently successful in writing a blog:

• tell a story

• reveal your personality
  
• show real knowledge
  
• write well, write quickly
  
• be quick on your feet -- make connections in your life and in the news to what you blog about
  
• be humorous
  
• find a consistent voice