I've been setting up blogs for my several of my old clients recently. I think there is so real value to be had in giving them the ability to update their news and information listings at will without incurring a service charge. It also adds value to their sites as a place to add and build on their overall marketing stratagy.
One issue that I've noticed is that some do not use the blog/newsletter as intended or in a timely manor.
As uncle Owen says "with great power comes great responsibility." Part of it is making sure that web best practices are being followed for formatting, images, links and text. But even more important to me is the notion that just because you CAN post an item does not mean you SHOULD. At the end of the day your newsletter is an extension of your marketing message. Anything that dilutes that is a waste of both your time and your customers time. One thing that can help is creating a schedule for your blog.
I believe that a schedule can do two things, help the blogger ensure that there is always fresh new content on the blog and help customers or those following the blog develop a rhythm with your business. Too often blogs start out with the best intentions only to die as those tasked with adding content fall victim to their “Real Job” or just the time constraints of life. This is especially true for the “I do it all” small business owner. Knowing what needs to be posted and when can make it easier to stay on track. And the timely repetition of your posts (customers know to look for a featured product the same time each week or month) will help reinforce your marketing message.