I really want to focus right now on how to focus blogging on not dollars, but your customers. So, to start, I want to tell you what this WILL NOT be about: Blogging to Make Money, Blogging to be an expert and Blogging for leads. The reason I am putting this out there is to really focus on how to blog to interact with customers/end users.
In the interest of who does a good job of this, we can look at a couple companies that do a great job of doing this. Microsoft does this with channel 9 and Google does this constantly with their plethora of product blogs.
Really customers need to be kept in the loop of what products and services you are offering and how to make your customer feel like you care (granted, you truly should care, but thats a whole other post!). By doing this, you are connecting with those out there and giving them value.
Another real major item of interest is allowing users/customers to really take part in the planning and discovery of great product features. Keep your users/customers really involved in your planning, product and company or organization. This will leave them feeling like they have some sort of stake in the company and feel as if they are truly apart of the company.
Finally, in closing, make sure that you are ensuring involvement from the community. Your users, your customers, and even complainers will give you a ton of feedback through through blog comments or emails after blogs are posted. Allowing them to get involved will definitely resonate well with them and you will have REAL hard data from customers that now feel like they have a PERSONAL stake in the organization.