The great thing about blogging is, anyone can do it. The best bloggers are the ones who have a passion for the topics they write about. This is why it is very difficult to outsource content creation, the key strategic piece to the content marketing puzzle.
The downside to blogging is, passion can only get you so far. To be truly effective in telling your story, your brand's story, your product's story, you also need some "science".
While I am not the biggest fan of infographics, this one from Copyblogger (below) does a great job of explaining how retailers and more importantly brands should approach their content creation.
This infographic will introduce you to some "science" of blogging.