You can’t just blather on about anything. Especially if the blog is a business blog. It requires a point. A realization, or a concept.

The “ah-ha” moment. The bit that makes the reader glad they read it. The part that helps them understand something they did not grasp before.

This is true whether the blog is about cooking, technology, childcare, or raising tulips. The post has to have a point, a purpose, and a direction, that come together in a conclusion of some kind.  You have to say something that nobody else is saying - or at least, in a WAY nobody else is saying.

It doesn’t always mean controversy. Sometimes it means simplification, or clarification. Sometimes it means observation.

A business blog need not always be intellectual either. But it should be smart! It MUST have value. The little bit that the reader takes away with them that gives them something that they consider to be of worth.

To create value, and the “ah-ha” moment, you have to understand your readers. Consider what it is that they want, and then give it to them in a way they can understand.  Whether your purpose is to entertain, enlighten, or amuse, it is the reader who holds the real power.

The “ah-ha” moment is especially important in writing that intends to educate. That moment of understanding - of application. The thing that makes them think, “Now THAT, I can USE!” It is perhaps in instructional writing where the moment of enlightenment is most often overlooked - a pity, because that is where it is most needed!

You’ll miss the “ah-ha” moment if you talk about teaching but never really teach, or if you discuss a controversy without presenting a decided, and well-considered opinion.

Think out the purpose, and then deliver strongly. Your audience will notice the difference.