That's a question I receive from clients, prospects, and even colleagues.
After all, there are so many more ways to gain exposure through publishing. Those include self-publishing a book (including an e- one on your computer), distributing white papers, taking advantage of LinkedIn's policy to allow "non influencers" to contribute articles, tweeting, placing whatever on Facebook, messaging on emerging social networks, and doing email blasts.
Well, just as investing, diversification is necessary. However, a blog remains a superior platform for influence. Therefore, you can promote your services indirectly. During this holiday season, beginning before Thanksgiving, I have received requests for my services from around the world. Those contacting me had bumped into my blog. They had followed it for a while. Then they decided to come to me for the specifics such as approach and pricing.
The trick, though, is to blog effectively. Yes, you have have know the fundamentals of search engine optimization (SEO). Here and here are two articles I published on that. That entails front-loading the keywords, both in the Title line and the first few sentences. The content must be unique. The information and insight shouldn't be easily available somewhere else. You must post often. Once a week is not enough. Increase the reach by linking your blog posts to Facebook, Twitter, and so on.
The best way to learn how to transform your blog into a game-changer for your promotional objectives is to analyze how successful players leverage blogging. Those should include your competition.