Blogging can be an especially important supplement  to your website. The guidelines for offering interesting digital content via blogs can be found in various resources related to creating Web content.

The Value of Blogging 

Google encourages adding a blog to supplement websites for various benefits, including:

• Connecting with others who share your interests
• Encouraging readers to visit your website
• Advertising your product or service

The Google Webmaster Guidelines are given for blogs as a resource to create relevant and useful content, similar to advise for creating great websites. Similarities for ensuring good blogs and websites include:

• Using Google recommendations for images and other media posted digitally
• Consistently offering fresh and original electronic content that is valuable for viewers
• Ensuring your blog or website can be found by your target audience

People are attracted to blogs with dialogue similar to their personality, per information in an article named Birds of a Feather: How Personality Influences Blog Writing and Reading.  A critique by Glenda Ryan of this resource discusses Blogging-and-Personality, both writing and reading of blogs.

Expressing yourself in a digital format with the appropriate tone, look, and voice is important.  You must take in consideration your target audience, your organization, and your industry.