Know-How Exchange : Strategy

Start by identifying your target audience very precisely. Who exactly do you want to follow the blog? What benefit will they realize? What important need of theirs will you address?

Then you might start reading and contributing to, or commenting on, their blogs. Thought leaders don't just pontificate in their own blogs. They contribute and add value to what others are saying/asking. When appropriate, it's OK to reference and link to your own blog, but make sure it's relevant, or you'll be seen as a self-promoter -- the kiss of death.

You might find that you have a few different segments who'll read your blog - prospective customers and people who love data for data's sake (people who watch Hans Rosling's TED talks - https://www.ted.com/speakers/hans_rosling.html).

Also - make sure your blog content is showing something "wow" or "cool" (i.e., not simply product announcements) - especially for data visualization. To catch a trend, focus some of your postings on current events and showing how your software can add insights to a discussion (on debt, war, iPad sales, etc.).