I don’t necessarily agree with the statement that you have to be an expert, but I do agree on thinking more about content and presentation.
If you’re going to blog, become an expert on something. This is especially important for blogging in the business world. Think content, not rambling comment.
Don’t make your blog look boring. There’s nothing more disturbing than a well-written blog that looks like a newsletter template from Microsoft Publisher. You know exactly what I mean�thin and unreadable type, negligible spacing between lines, justified paragraphs and very little graphic relief.
A blog should be welcoming to read. Embrace white space. Be generous with line spacing and use bigger fonts. Well-written subheads almost guarantee readership. Pictures that illustrate your point are also fantastic. Go easy on the clip art and stock photos, though. A blog is about originality and sizzling hot information in written and graphic form. More.