Product Weblogs
But wait, you might say, isn’t the whole point to get people to visit your website? No, it isn’t. The point, insofar as product marketing is concerned, is to get people in touch with information about your products. Your website is just a means to that end, as is an RSS feed. It isn’t about the weblog or the website. It is about the product. Pure and simple, but easily forgotten.
Substitute information for product and this article easily applies to library services. It’s a great set of guidelines for blogs that are meant to accomplish specific goals.