Blogging is all about branding.  Whereas traditionally branding was about imagery, colour palettes, sounds, jingles and strap lines (which all still apply); what blogging now allows for is the stream of consciousness, the personality, interests, tonality and opinion of your brand (and employees) to shine through, which is much more compelling and engaging than engineered ‘snippets’ of our brand in pictures or words.

Use it to:

Communicate your viewpoint, comment on industry-specific happenings, celebrate work – yours and other peoples, provide employee updates, make announcements, ask questions, start conversations and respond to comments from other people and critically on other people’s blogs – your blog is not an island, CONNECT.

Overall, a good mix of news, comment, invitation, opinion and insight is always a good recipe.

What you could get:

Excellent blogger relations – how does a pool of engaged, respected and respectful contacts, customers and prospects sound?

Feedback – don’t be afraid of criticism, it may be the best chance you get to surprise and delight a customer.  Let’s face it, if you do everything perfectly first time then your customer gets exactly what they paid for, nothing to write home about then.  If you happen to disappoint them slightly, (but publicly thanks to your corporate blog) but you then respond to that disappointment by going the extra mile and (publicly) delighting them, you may just have an advocate on your hands.