Looks like there is some sort of Consulting and Blogging meme going around. Guerilla Consultant has a well thought out argument what kind of consultant should be looking at blogging:
Blogging is the perfect Guerrilla Marketing tactic. You can reach a large audience quickly, and repeatedly. The cost of blogging is low, and the technology is simple to use. It's an excellent way to stay in touch with your existing clients and help prospective clients get to know you.
With all that going for it as a marketing tool, shouldn't every consultant be blogging?
The marketing tools that work best are those that you can execute most effectively. If you get tongue-tied in front of an audience, it doesn't make sense for public speaking to be the centerpiece of your marketing program. That just leads to foot dragging, and the results aren't likely to be stellar either.
The same point applies to blogs. Do you like to write--a lot? If you don't enjoy writing regularly, or you aren't very good at it, you may want to hold off on that blog.
The technical aspects of blogging may be a no-brainer, but content drives the success of a blog. Can you feed your blog with content that your clients really want to read? Finding relevant content takes time. Even if you have plenty to say, you still have to draft, edit, and publish, all of which are time-consuming.
You often hear bloggers say that blogs invite informal writing, and that typos and grammatical errors just come with the territory. Maybe that's okay for Max the Golden Retriever, but it's the kiss of death if you are marketing a high-end professional services business. Be sure you have the skills, time, and patience to write valuable stuff on a regular basis.
That's right folks. If the buyer of your services is out there searching on the internet (and who's not?) having a blog, specially if you like writing is great. But GC didn't get it fully right. For consultants who look great on camera, and those who can speak well have options too. Embedding videos and podcasting.
Blogs are just a tool. Embrace the tool to suit your strength. Build links with other consultants and pagerank will follow. Once PageRank comes, authority follows.
However if you think your clients don't search for services that you offer on the internet you can possibly hold of from blogging.
Can you be sure that your client's junior who has been asked to compile a list of potential consultants does not, however?