I provided the first tip: throw “corporate” out the window.
That’s because,definitionally, I don’t think there are great corporate blogs. There are only great corporate bloggers.
- If you really want a “corporate” blog, try a “news and events” RSS feed instead. It will be less work and more directly meet the information need.
- If you want a ghost-written CEO blog, stop. It won’t work. Give it up. (And read this post for more.)
- If you want coverage in the blogosphere, appoint smart people to engage with existing blogs/bloggers by commenting.
- If you really want your message, or some aspects of it, out through blogging, then find one or more people in the organization with the skill, time, and desire to write a blog that will indirectly benefit the company. For example, Timo Elliott at SAP writes such a blog, BI Questions.
The complete tip list is:
- Throw corporate out the window
- Who should write the blog? Everyone
- Your content should go beyond your business. (I get cited here as well.)
- A blog is not about marketing (but good ones can end up doing just that)
- More content guidelines
- Get personal
- Encourage customer interaction
- If you can’t do these points, then don’t have one
- Awesome blogs to check out
I get another nice excerpt in the middle.
Whatever you do, your blog should not be “an advertisement for the company or a regurgitation of company news and press releases,” Kellogg warns.