About Blogging

My friend W. is considering starting a blog for the education non-profit where she works. I won't go into all of the details here, but we just had a lovely dinner to discuss the ins & outs of blogging. Anyway, I did the best I could to help her, but I'm wondering if others can help more, or add a diversity of opinion to the answers I gave her. I'm going to post a few questions below - please answer any/all in the comments! Thanks!