Keeping a blog running on a corporate site can be difficult. There are several typical problems that include:

1. Who’s responsible
2. What voice to use
3. What to write

Most corporate blogs should not exist and are hurting the image of the company more than helping it. The reason is that a blog that is not kept up makes the company look like it can’t keep up. In a large company - or a company trying to present a large image defining objectives and responsibilities before setting out is a good idea.

Sample objectives:

1. Develop a core readership of 1,000 loyal readers
2. Set the blog as the platform for external company communication including new product launches, press releases, and other announcements
3. Develop a strategy where the blog acts as a touch-point for social media
4. Develop the blog to cash in on search engine traffic
5. Update the blog regularly - at least every two weeks
6. Track blog progress and implement methods for improvement

Sample responsibilities:

• Content writer(s) - Bob, Jane and Sue, Sales - Each is responsible for making at least one post per month.
• Editor - Frank “the man” Williams, VP Sales and Marketing - Checks posts for accuracy and to ensure the proper tone is set in the language and writing style. Also responsible to make sure the content writers are on track with regular posts and that the posts are not stacking up on the last day of the month.
• Blog evangelist - Fridda “gonna do it” Juarez, Marketing Coordinator, SEM - Works with third party sites like Technorati to make sure the blog is getting the maximum exposure online. Also, tracks progress of traffic, RSS subscriptions, email subscriptions and search engine performance. Trains content writers on keyword placement. Offers topics to cover based on keyword analysis and traffic logs.

You should customize the objectives and responsibilities to fit your organization and the people you have working there. Don’t assume your sales staff is made of great writers even if they are great verbal communicators. You may need to bring in help from IT, programing or other departments based on what you are trying to accomplish.

So now that we have the goals and people in place what should your blog cover?

New people - If you bring on new people announcing it on your blog sends a welcome signal to the new hire and gets their name in front of your customers. This is especially important for high level management and other very visible positions.

New products - Your blog should ramp up expectations before the product release and then formally announce the new product when the time comes.

Product news - Is there a new use for your product? Share it on your blog and improve the value of what you are selling! Is there an update, upgrade or add-on? Announce it here. Worst case scenario: Is there a recall? Use your blog to manage PR effectively.

Expansion - Adding a new location, moving to a bigger facility (or moving at all), striking into new markets, whether physical or mental expansion efforts should be documented on your blog.

Announce a sale or special offer

Highlight a product - If you sell furniture, taking the time to highlight the special features (craftsmanship, materials used, colors offered, sizes available, etc.) is a great way to add value to that product. Don’t just re-write the standard product listing - write the story behind the product. “It takes a team of 8 men 14 days to hand shape the custom railings…” Paint a picture in the mind of the viewer.

Policy changes - Even if it is just a small change to your shipping policy or return policy being forthright about it is better customer service than hiding it.

Highlight a person - Who is that guy in the workshop and what does he do? How does he serve the customer? Make it personal. This can improve employee moral and make the company more approachable to the common man.

Announce an appearance - Are you going to be at a trade show? If you have a booth make sure to announce the booth number and give a diagram of where to find you. Even if you don’t have a booth announcing you will be at a show may drive leads from other people that will be there.

Announce achievements - Recognition by industry peers, record-breaking sales, company milestones, even “employee of the month” are all noteworthy events worth bragging about.

The day-to-day operations of your business may seem day-to-day to you but that doesn’t mean people aren’t interested in them. There is always plenty to write about and making the time to do it regularly will result in the best kinds of customer: evangelists.

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