In other words, just because a blog requires a few
new nuggets of design, it does not need to be a whole new design. See Figure 9-8 for an
example of consistency between the blog and the rest of the corporate site.
Developers, designers, marketing mavens, and everyone else involved in the site design
needs to avoid the temptation to use prebuilt templates for the blog. There are literally
thousands of templates created for the major platforms (especially WordPress, which
allows bloggers to switch between templates in a matter of seconds), and many of them
admittedly look halfway decent. However, no third-party template will ever be as good as
a custom design measured and tailored to blend with the rest of the corporate site.
THE CORPORATE BLOG
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9
Figure 9-8. This company maintains strong design consistency between the blog and the rest of the
corporate site.
Blogging content
Now that we have covered the technical, design, and architectural considerations for corporate
blogs, the discussion veers toward what these things actually support: content.
Without good content, a blog is dead in the water. While the rest of a business website can
get by on lack of personality, buzzwords, and colorless public relations, if readers smell
anything less than genuineness in a blog, they will abandon the site without a second
thought.
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