The advantages of this method outweigh the disadvantages, says Ed Rogers, chief operations officer of Ektron Inc., a provider of Web content management.

“Having a blog on the church site increases the ‘stickiness’ of the site, keeping visitors engaged,” he says. “It is also targeted specifically to your congregation, which gives you a very focused audience.”

If you already have a church Web site, you can install blog software as an addition. This can be costly, due to the purchasing and programming costs. But it does allow for customized graphics, which means you can make the blog look like your church’s site, even if it’s hosted elsewhere, Nickell says.

A third option is to sign up for a blogging account at a site such as WordPress or Blogger. There are many sites that offer free accounts, and their features vary. You’ll have a domain name that is completely different from that of your church’s Web site, and your design options are limited. But this is a very popular choice among bloggers of all kinds – church leaders included.

Whatever method you choose to start blogging, make sure you have a plan for the actual content, Nickell advises.

“It’s important to have a purpose and strategy for your Web site and blog,” he says. “Too many churches don’t think through what they want to do and how to do it. What tone do you want – humorous, formal? How often will you blog and update the site? What will you blog about? Will you address various themes? It’s important that the site and blog reflect the ministry of the pastor and church.”

And don’t underestimate the benefits of using media – video, photography, podcasts – in a blog and on a Web site, he adds.

Ferguson recommends blogging church-leaders read “The Blogging Church” by Brian Bailey and Terry Storch. He also suggests getting a blogging mentor. Besides that? Just write about topics for which you feel passion.

“If you are really jazzed and pumped about something, it will ooze out of your words,” he says.