There are other types of content to put on your blog without having to go down the personal route. You have to remember that if you write with authority and engage your reader, your personality and anecdotal references to your personal life will come across because you'll be relatable.

Add value to your business by providing content that supports whatever your offering is.

Don't parrot what you found elsewhere -- report the news and add a bit of your own opinion. -- Natalie Lue

For example:

Add your take on news related to your business/market. Don't parrot what you found elsewhere -- report the news and add a bit of your own opinion but don't go overboard -- nobody wants (or needs) a lecture.

Provide how to's/free patterns/recipes/link to great resources etc. I love ideas that provide solutions that help me solve problems and so do your customers, who will remember you for providing invaluable advice.

Give tips on how to get the best out of certain products. A very good example of this is over at Milly Bee where Camilla sells affordable artwork, and has put together a really useful page on where to buy frames.

Post pictures of inspiration. For example if you sold homewares or furniture, you could post a picture of a room and suggest how to get the look…with products that you sell and throw in a couple of decor tips for good measure.

Run a poll or survey and report your findings. Also a great piece of pr that you could use to get press coverage elsewhere. Obviously you need a decent number of respondents though!

Post genuine customer stories. Avoid making it sound like an infomercial though. Having customers willing to share the story of their relationship with your product can really engage your readers.

Things to avoid:

Me, me, me, it's all about me. I know it's great to blow your own trumpet but the unfortunate side of the written word is that people can interpret your tone in whichever way they choose and if all you post is variations of 'Look at me, I'm the bee knees! LOOK.AT.ME!' you'll fast scare away your customers. Remember that you want to connect with your customers and readers, who (hopefully) will become customers.

Being over opinionated to the point of nannying. This is definitely a sailing close to the wind one and the best way to avoid alienating your customers by lecturing them is to double check with yourself whether your priority is to force people to see your point of view…or to make money. A common example of this is on sites that sell baby and parenting products who in their attempt to sell something to you, forget to sell the features and benefits of the product and instead fast forward straight to guilt-tripping you!