So, my brother is hiring me as a content manager for his company. He said I should create a blog that will draw traffic to their site and their service. The thing is their service is based in Middle East and it is a pretty specific field of service. I have no blog yet, but am already planning on making one. Should I make my blog directly connected to their website (like posting articles directly pointing at their site) or should I create posts that will cater to a general topic and maybe point to other companies (not their competitors, obviously). I am confused on how to start my blog. If I am going to be hired by them, should I concentrate entirely on their services (wherein I target only people who can avail their services) or should I diversify by catering on the general public and only pointing at them through relevant and not every each articles?

TL;DR, Should I tailor fit my blog on my employer's business or make my blog relevant to their business but not centered on it?

I am not sure I properly disclosed my situation since I kept the nature of the business vague for privacy purposes, but please kindly ask if you want clarifications. Thanks!