I've been giving a lot of thought these days to what makes some craft blogs (as in, blogs that people run in addition to, for example, their etsy shops) really stand out - great content, professional looking design, good tools. Lately, I've noticed a lot of my very favorite blogs written by crafters are hosted on Typepad, what I used to start blogging at a few years ago when I opened my Etsy shop.
I've been really happy with not only how easy it's been to get my blog looking professional and maintain it. But the community on the back end of Typepad- when you're logged into your account - is really awesome. They make it so easy for other Typepad members to find, favorite and comment on your blog. So not only is there some built in readership / traffic (and in turn my Etsy shop), but also I've been finding really fantastic blogs and content on other blogs in the community (which in turn inspires me and makes my shop + blog better).
Since I've been using Typepad for years for my own blog, if you have any questions about using a Typepad blog to promote your Etsy shop, just ask! I'd be happy to do my best to help you out!
Typepad has recently taken notice of how awesome their tools and community and posted some information - http://www.typepad.com/go/craft-blog/ about their blogs for crafters.