For the b-to-b blogger, a key question might be: "Who is my audience?" Is it the people you want to sell to, or the people who will regularly follow your blog? And how do you determine the blog's “voice,” when your writing style/personality may be different than your company's? These questions and others are answered by Mark Schaefer, exec director at Schaefer Marketing Solutions, noting that your "voice" is your key differentiator, and probably makes the difference on whether somebody even reads your blog or not. There is no good or bad approach, Mark says, as long as you are connecting with your audience.