Check out Andy Sernovitz's Blog for details on this very topic. I attended one of his classes and learned a lot! Some ideas from his class that can be found on his blog include:
Write Fantastic Content Worth Talking About
Great writing:
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Your momma taught you-don’t write about yourself. (Example: I ate a sandwich today)
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Focus on an a topic/audience. (WOMA travels in communities-More general a blog is, the less like people are likely to link to it).
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Consistency
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Something that can’t be gotten anywhere else (I.E.: Recording Session for Vista Boot Up Sound)
Sure-thing must-forward posts:
· Complaints (works for Michael Moore-otherwise you get a whiny blog. Post 5 positive posts per each complaint).
· Scoops (discover something cool-Example Cow Chip Cookie stickers for offline marketing)
· Stats & Research
· Lists
· Funny/unusual
· Useful how-to (has longevity-where most posts are time-sensitive)
· Whatever is already popular on bigger blogs
Andy wrote the book, "Word Of Mouth Marketing." Check it out as well. http://www.damniwish.com/