Blogging became more popular as soon as google began reading your site in order to get higher rank in its search engine, but journalists use it to share their news, ideas, and above all opinions. Blog topics run the gamut, but they almost always have the following features.
The basics:
They’re graphically very simple and full of short entries, called posts that are updated frequently and arranged automatically, so the latest post appears at the beginning.
They focus on a simple point of view or interest area and reflect the opinion and information of the author.
They are informal in tone.
They allow and keep all the archives available to the readers.
Very important: they use RSS (rich site summary) or a very similar format that allows blog post to be distributed and shared on other sites with a link back to the original site.
How to gain visibility?
Most brand managers or ad agencies have their own blog, even google has its own blog: www.googleblog.blogspot.com
Others work to gain mentions in posts on existing posts.
Steps:
Register your blog with blog directories such a www.blogwise.com, www.blogcatalog.com and www.bloghub.com.
Read and follow blogs with interests of your target audience, not your personal stuff, so you can gain customers insight and information in your target market trends. When you find a blog that is alike to yours ask for an exchange of links.
When appropriate, post good comments in others blogs with a real meaning not just to get a link back to your site, bloggers hate that.
Where to start your own blog?
Be sure you’re ready to commit to write at least once a week (its recommended daily, but weekly works.)
Be very clear and use your target audience lingo, if is too hard to understand for your reader you’re dead.
You can start with a free blog service like www.blogger.com
Be ready to respond and get feedback from your readers.
Promote your blog (SEM) register your blog in all blog directories you may find.