The whole topic of blogging for business seems like a never-ending debate. Back in the day, like two years ago, we (those of us who were blogging for business) thought it was a given. We were pretty smug - insisting that a blog could be the 'real' you, which is what customers want.
Now, we're all a bit smarter and somewhat less smug. Now, we know the blogs can bring a personal voice to your business, but most of us realize that not all businesses need a personal voice (in a blog), and not all businesses are cut out for blogging. Certainly, not all people are cut out for blogging.
The blogging for business environment is a complicated one. First of all, without a strategy (what do you want the blog to do for you? and what do you want people to do after they've read your blog?), a blog is just a noise-maker. Blah, blah, blah. So they say.
Second, if you don't have time to write three or more times a week, your blog will take a bit of time to catch on. Folks you're trying to reach won't know about it - unless you tell them about it, because not enough content will be there to attract search engine spiders.
And three, if you're not fond of writing - it may come across in your posts, and it may not achieve the end results you were hoping for.
I've decided that some business owners shouldn't blog. Certainly, not right away. Some business owners should contribute content to blogs other than their own, to get a feel for blogging. That way, they don't have to write a lot of content, but they can start developing a voice...and they can start getting noticed.
If you blog because you can, how great is that? If you think all companies, everywhere should blog - you're delusional and I don't want to work with you. If you like a particular blog because it has content relevant to you and your business, maybe that's where you start. By asking if you can participate.
In the end, don't blog because everyone else is blogging, or because your business partner is worried that if you don't, you'll be looked at as un-hip. Blog because you have a purpose, and because you're the best person to talk about that purpose.