A lot of clients have been asking about blogging – Why should I do it? Why does it matter? Does it make a difference? There's no question that there's a lot of junk out there in the blogosphere, but there are also blogs that are making an impact. Blogs are a kind of "T-shirt and jeans" approach to the Internet. A casual, behind the scenes look at what you're thinking, and your impressions about life.
Yes – many are stupid. I read a pastor's blog tonight who spent the last few days writing about his bout with the flu. I can't think of anything less interesting. But a well written blog can give your readers insight into what's going on in your head, what's happening behind the scenes at your church or ministry, and how it an effect their life.
One of the most interesting documents I've read on blogging is "Viral Copy: Trading Words for Traffic." It's an in-depth look at what makes blogging work, and how you can maximize it for your church, ministry, or organization. Just like anything else – there are principles that will help you find a readership for your writing, so check it out. it might be the difference between writing for the entire world, or writing for an audience of your mom.