YES: If you can passionately articulate something that both you and your customers care about. If your passion is about politics, sailing boats or saving small puppies and it corresponds with your line of business, then blogging and engaging with those like minded will enhance the likelihood of you being talked about, your influence becoming policy or donations coming in to help save more puppies.

NO: If the only thing you can blog about is what you had for breakfast or the new wallpaper in your office. Because you want to talk doesn’t mean others want to listen. In my experience blogging is often added to an online marketing strategy for the wrong reasons, such as to try and enhance search engine position or to fulfill the desires of the CEO. Unless the blog integrates with the other elements of your digital marketing strategy, feeds your email marketing, your tweets and enhances the readers understanding of your topic of expertise, then it is likely your blog will have no following.