In a post at BlogWrite for CEOs, author Debbie Weil commemorates the one-year anniversary of The Corporate Blogging Book with her advice for creating an effective corporate blog:

No corporate-speak. Blogs should have an authentic, distinctive voice that doesn't read as if it's been vetted or written by the PR department. Even mildly savvy readers will resent an obvious marketing effort.

No rules. Don't impose deadlines or subject matter restrictions on your contributors. When they have something to say, they'll post. Concentrate on making content entertaining, informative and perhaps revealing.

No expectations. Get comfortable with the idea that measuring a blog's effectiveness can be difficult. Likely outcomes include additional feedback from customers and the potential to influence how the media covers your company. A spike in sales, though, probably won't happen.

For those who want to stay on the leading edge, Weil says the next benchmark will be blogs published in multiple languages—if you serve a diverse community, consider making this part of your strategy.

The Po!nt: "The rules are being written and broken and rewritten as I blog this," writes Weil. "It's a grand experiment. An effective corporate blog is a highly creative endeavor—and runs counter to almost every other kind of established form of corporate communications."

Source: BlogWrite for CEOs blog. Read the full post here.

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