That line skips a step.

Who’s your audience?

Specifically is a blog the right way to connect with them?
If you write it, will they come? No guarantees.

A CEO can blog up a storm, but if it’s not reaching the
intended audience, what’s the point?

A blog is nothing more, or less, than a communications tool.
It’s an appropriate tool for many things, and the wrong tool
for many more.

Examples: You might use a blog to keep major donors
informed. Perhaps it’s a way to keep politically minded
supporters informed of efforts and opportunities. Perhaps
it’s a way to keep peers (other NP’s) informed of your
efforts, or to spark inter-organization discussions.

It is a good way to connect with your actual clientèle?
THAT depends on what you are – social service agency?
Probably not appropriate. An arts organization? Could be
dramatically effective.

Blogging isn’t something you do, it’s a tool you use while
doing something else: communicate with an audience.

Understanding that audience is key to being effective.