Corporate blogging is a huge subject so I’m going to start by assuming that your interest in corporate blogging is for external communication. Blogs for internal consumption are very valuable particularly in large companies but this blog is about online marketing so I’m going to ignore internal blogs in this post.
Blogs are Conversations
I don’t really like the term “corporate blogging”. Companies don’t blog, people do. Every post on your blog should be from a named person and should be written in the first person in a conversational tone. At work, most of us are a bit more formal in how we talk so a corporate blog should also be a bit more formal than a personal blog but it should still be clear that it’s been written by a human being.
It’s also vital that your blog software has good support for comments and trackbacks from other people’s blogs. Your blog is a conversation, not a speech, so you need to let your readers contribute.
There are successful blogs that survive with monthly posts but that is very unusual. Generally I’d advise blogging once or twice a week. It’s also a really good idea to blog on a schedule, such as every Tuesday or Friday. One of the blogs I read is published every Thursday and I look forward to it all week and I feel very let down when it’s not published for some reason.
However it is more important that the quality of your posts is high. If you really don’t have anything interesting to say then it’s better not to blog even if it does mess up your schedule.
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