Interesting post by Chris Garrett:
Blogging is not necessarily about expertise, in fact you might be at a disadvantage if you think that is the case.
…
What I think sets apart a good blog from a bad one in most cases is not the knowledge or experience of the blogger but how interesting they make the content.
(full post at http://performancing.com/node/3477)
Jennifer Laycock has some commentary on this post at http://www.searchengineguide.com/searchbrief/senews/008094.html:
Since article and blog writing advice often tends to center around the need to share unique and informative content, many small business owners shy away from the idea of blogging. Garrett points out that in reality, it’s not necessarily what you know, but how you present it, that makes the difference.
We florists have a lot of interesting content—from the touching stories, to the crazy arrangements, to helpful tips.