There are plenty of tools on the market, such as Blogger, WordPress, or TypePad, that can be used to launch a blog in minutes. It is easy to get lost in the technology. Bloggers need technology, but as with all aspects of online marketing, it’s not so much about the tools as how you use them. Remember, be authentic and give great content.
Read some blogs in your relevant subject area and note the good, the bad, and the ugly. Aim to copy the good. Make notes about their theme, voice/tone, content, design (look, feel, colors, widgets, RSS, etc.), SEO, and outreach.
Write your blog strategy out. The blog strategy document can become an internal training or blog optimization tool. It can lead to more service-oriented content on the blog, a better user experience, optimized design, heightened search engine visibility, and more.