Revised May 14, 2020
Blogs are not a traditional marketing medium. (Their original purpose was simply to serve as lists of interesting websites.) Blogs written like extended brochures (in promotional language) don’t get read. They’re boring. A blog is rather, a place to share useful content.
So, instead of saying “We’re the leading producer of widgets…” or some other such self-promoting statement, demonstrate your leadership by writing about the many creative uses of widgets, what to look for in a widget, recent developments in the widget field, or whatever.
Certainly you can promote your company and product in your blog, but this should be more in the form of sponsorship than selling language. The Marketing Eye blog once recommended an 80/20 rule for content; spend 80% of your words sharing knowledge, and 20% on promotion. I’d recommend more like a 90/10 ratio of interesting content to self-promotion.