One thing they point out, and I firmly believe in, is even if you are trying to monetize your website, build a quality website first. Don't rush to monetize; you want people to see the real value in your site first. People don't part with money easily, especially when there is so much information on the internet available for the taking. You need to make sure yours has value.
The authors also talk about authenticity. While this word can be overused, it is especially apt if you are blogging. You have to truly believe what you are writing about and it has to really come from you.
Curating your website is also crucial. As the authors state; "make it the go-to place for readers." I could not have stated it better myself. According to their statistics, company websites get 55% more traffic than websites without blogs. That is a pretty compelling reason to have a good one. Note that I said "good", and not just a blog. Without value to readers, it just isn't worth your time to put it out there.
Okay, having said that, go on - read some of my past blogs if you haven't already. Let me know what you think. I always appreciate feedback.