Blogging is a very interesting industry to say the least. In some forms blogging is simple a journal that you post on the Internet and hope that some people come along and look at it from time to time. Other blogs are simply something that you do for your job so that you can get some attention for your company. Other blogs are serious blogs that you are going to write to make money, or to attract attention to a serious issue in the world.
How do you strike the right tone? When writing your own blog, you can simply use your own voice to write the blog. Whatever your opinion on the topic happens to be will be what you write about. Maybe you are a sarcastic person when it comes to politics, or the fortunes of your favorite sports team. If this is your own blog you can simply write about whatever you like in the voice that you want, as long as you don't care about page views.
If you are writing for the company you have to be willing to compromise your voice for the sake of the company. You might realize that the new color printer that just came out is a pile of junk, but you have to talk it up. In this case you would state whatever talking points you are given by the company or that you can come up with. Just be to the point and factual while making it sound as if you would use the product if given the chance regardless of personal feelings.
When writing a blog for money there are many things that you are going to want to keep in mind. If you are going to make money you are going to need to build an audience. If you are going to be building an audience, you need to keep in mind such things like SEO and tagging so that people can look up your blogs online. Also keep in mind what kind of tone an audience might be looking for. Maybe a controversial tone will be better than a soft tone.
Think about all the great commentators of today and how they go about business. Glenn Beck, Rachel Maddow, Rush Limbaugh are all just saying things to make you love or hate them. The ones that love them will listen to agree with whatever is said while those who hate them will listen to see what those idiots will say next so they can nail them. Either way they have an audience.
When writing a blog, keep in mind what the audience is and who you are representing. Are you representing yourself, or are your representing others? Do you have the need or ability to be a jerk when you write, or do you simply want to talk about something without regard for what type of audience it will bring? That will guide what tone you use when writing a blog.