You probably think of marketing and sales as synonyms, interchangeable in definition and in purpose. They’re not. Sales is the process of getting a customer to buy; marketing is how you position your product, find your customers, and decide how you’re going to reach them. People don’t use the Internet for the sole purpose of buying stuff. They use it because they want information. Therefore, you shouldn’t start a blog simply to try to generate sales. It’s a place where you find your customers, offer them relevant information, and position your value. Do this long enough, and you’ll develop a following of potential customers who are aware of your product or service. Even if they’re not ready to buy now, your brand will be strong in their minds, and they may be sharing your site to other people who are ready to buy now.
What should you write about?
Once you start your blog, write about your business. Write about your customers. Write about your products. Write about your successes, failures, and lessons learned. And, if you dare, write some interesting stories that pertain to how you decided to become an entrepreneur in the first place. As I said, people go to the Internet to find information. Some of that information is customer reviews about which products are best. If you have a relationship with your customer through your blog, you can leverage the power of reviews, which you should!
How often should you write blog articles?
Don’t stress yourself out over how often you should write a blog article, just start somewhere. Once a month is better than not doing it at all. Weekly is better than monthly, and daily is better than weekly. Just do what you can do. Every time you write a blog post, it's one more indexed page on the Internet, which means it's one more opportunity for you to show up in search engines. Blogging also helps you get discovered via social media. Every time you write a blog post, you're creating content that people can share.