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On the Road to Effective Corporate Blogging

Well, it's January 1, so I guess the time is right for predictions.  My first 2009 prediction is that we're going to see a huge increase in the quality of corporate blogs. Many companies (Sterling included) got their feet wet in 2007 and 2008, but 2009 is going to be the year when corporate blogs go mainstream (and get much, much better).

Many of our clients ask me what makes for a great corporate blog; netting it all out, I think the most effective corporate blogs are the ones written by passionate people (not ghost-written by others appointed to the duty) about issues they really care about (not just to promote their own products/services) in a conversational tone that invites comments and even debate.  They're also updated frequently, talk about ideas and issues that the company's customers/partners find important and candidly answer questions about the company's products/services.

While I was on Twitter this morning, I followed a link to Jon Burg's site and found some corporate blogging rules that rang true…so I thought I'd share them with you. Enjoy, and please add your own rules to the list.