Every platform requires you to publish posts. Content of the post can be text or html format and you can introduce text links and other html codes. Most platforms allow the basic text formatting but some also allow tags (i.e. keywords relevant to the post content). As the search engines index images and videos a special attention should be given to how we publish them. The images should be resized not to occupy much space so that they load quickly when the page is opened. Name the images so that the search engines can find them. As for the videos, they can be posted through links or through the embedded code in html format.
As most of the internet users use RSS to keep in touch with what you post or can be interest to them, this tool can be a key to the success of your blog. From among many of RSS formats you can choose the best one which suits your needs. You can use tools which allow you to eliminate the spam messages from the very beginning.
In order to gain popularity, traffic and brand awareness your blog will have to be listed in the most important blog directories. Some platforms allow you to customize your home page in a search engine friendly way so that you can grow without being penalized. Some also allow you to add plug-ins so that you can add some extra features on your own.