Many of the principles covered in Chapter 2 are as true for blogs as they are for any website.
Even though a blog is often a personal endeavor, even within a company, writing for
the audience and not the ego will always win more readers because they feel they are
being catered to, not treated like passive voyeurs.
When planning a corporate blog, there are many aspects of the text that need to be considered
with as much thought as the design. The rest of the chapter delves into these
questions. Taking them lightly can be detrimental to the success of the corporate blog,
because even a million-dollar design and clever interactive widgets can??™t save bad content.
Who writes the content?
Short answer: Not the PR department.
Long answer: Just about anyone in the company, depending on the focus, intent,
and audience of the blog. As long as there is an authentic voice, and the person or
group behind the blog is real, any aspect of the company can be illuminated by the
insight of different personalities. The second a blog becomes a public relations
machine, content becomes homogenized. The voice goes flatter than a press
release prepped for the shredder, and traffic dwindles to a trickle as readers switch
to C-SPAN for more gripping entertainment.
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