Here are the uses I have thought of to use a blog to connect with your clients.
- Daily or weekly status, for the client and project team - Helps keep everyone aware of what is going on, and they can learn as much or as little as they want. Added bonus of not blasting emails to people's inbox
- Posting deliverables, including a description of why they were made, how they can be used, who they are for - Increases awareness of what you as a consultant are producing, with emphasis on the value of those deliverables. After all, we know customers only derive value from you when you physically produce a product.
- Posting insights or research - You can do this as added value to the client, something you are providing for free. It might be pre-packaged insights from elsewhere in the consulting firm, but by providing it to them on the blog just for them, it is easier for them to see items of relevance. This contributes to increasing your positioning as a "thought leader" (a horrific term)
- Explain the purpose of various tasks/sub-projects - Helps the client understand better what they are paying for, why you are doing it, and what value they will derive from this work. This should help ensure there are no surprises. That those impacted by the work are more likely to be aware of it, etc.
- Explain various methodology being used - Many clients (most in my experience) don't want to know how the sausage is made. Methodology is a waste of time to them. Unless they are engineers, then they want to know how you did your work, and will explain to you a more optimal way to have done it ;-)
- Explain upcoming milestones - This reaffirms that you have a schedule, you are managing to it
- Explain results of work being performed or accomplished - The ultimate reason you are there, results. Don't just focus on the big picture items, let them know about the smaller day to day things as they have value too.