If you are having a hard time approaching your blog and really trying to make it into something powerful for your business you need to approach like it is the only voice of your business. Stop looking at it like it is just a blog and look at it as the most powerful communication tool your business has. Your blog should be a lifeline for your business and not just somewhere to post new content to your website.
Use your blog to announce all new company information that might be happening. Whatever it might be write about it in the blog if it has something directly to do with your business in some way. If you got a new product or even a new employee do a nice write up about that news. Some people won’t care but some will enjoy reading about your company news or information.
Sharing your industry knowledge is a great way to keep having readers come back to see what you have to say. If the industry knowledge will help some people do their job much better you can guarantee their repeat traffic. Don’t worry about giving trade secrets away most people wouldn’t really know what to do with them. Over time you can position yourself an industry leading informative source.
Chances are there are some products in your niche or industry that are needed to be able to do your job the right way. Try writing a product review about a piece of equipment, machinery or software needed to get the job done for people in your space. If you put a schedule together on what kinds of products you can write about you will build up a nice stream of traffic over time.
These are just some of the things you can write about. Use a combination of these along with some personality and your blog will go a long way but you have to be patient and persistent. Stick to your schedule and keep your head up and you will be glad you did in the long run.