To understand your audience, run a competitive analysis on your top blog

competitors. This will help you identify trends, uncover gaps in the content
in your industry, and give you ideas on topics and ways to promote your
blog.

Running a competitive analysis will help you build and iterate on your own
blog strategy.

With a blog, the sky's the limit -- and so are the benefits for your business.
If you're officially ready to get started with your own blog, take a look
at How to Create a Successful Blog Strategy: A Step-by-Step Guide.