Blogging has become almost “de rigueur” in the online marketing industry, with seemingly every company website hosting a blog designed to connect with their audience, improve their search engine listings and drive traffic to the website.

But as with every mass-uptake of an online technology there are varying degrees of success and competency: there are those examples which are executed well and produce impressive results, and those implemented poorly which inevitably fail.

While blog copywriting is a huge topic, far beyond the scope of a single article, there are some basic principles and techniques which can vastly improve the chances of success when followed…