Here's the point, your blog is one of the very best marketing tools you have, but ONLY if it's done right. Do it wrong or take a casual lack-luster approach and it will actually hurt your reputation, instead of building it up.
Be consistent: If you're not going to post at least twice a week, then you're not ready to launch your blog. Your goal is to build readership and a following. Consistent timing is a key.
Know your audience: It's easy for me, you're my reader, a photographer, but for many of you you've forgotten who your audience is. In the portrait/social categories that means "Mom". Remember, women make 98% of the purchase decisions to hire a professional photographer. That means you have to be relevant in your topics and content. So many of you get completely random in your topics, posting content that's uninteresting to the readership you're trying to build.
Be helpful: It couldn't be easier this time of year. Post content your readers need to make the photo side of their life a little more interesting. For example, now is the perfect time to launch a series of posts on picture-taking tips for the holidays. Talk about lighting, posing and composition. They're all topics you know so well. Even a post that's a simple reminder to get the detail shots at Thanksgiving, before everyone sits down to dinner and the table looks like a bombed out military zone, will be helpful.
Another series of topics? Share information about events going on in your community that tie to the arts or the interests of your readers. A children's photographer, for example, could share information about upcoming events for kids. Share information about fun locations to photograph. You know your community, don't be afraid to share your expertise.
Be generous: It takes time to do a good blog, but as you build readership it also takes time to respond to comments and continue to stay in tune with the things your audience likes to read. That means you need to be generous with your time and the information you share on your blog. This is a serious commitment, but so valuable in building your reputation and brand.
There's one key thing to remember above everything else:
Your website is about your business and what you sell. Your blog is about your heart and what you feel. They work together to help define your brand and your role in the community.
Focus on producing a blog that’s great for your readers...
As a blogger, everything that you do flows from understanding your audience
and seeking to help them as much as possible.”