Screenshots of blogsWhen I think of blogs, I associate them with people rather than organisations.

I also understand that blogs can be time consuming to produce and difficult to make worthwhile. But like other digital channels, there is often enthusiasm to add them to the mix of corporate channels.

In the rush to make the most of enthusiasm for digital engagement, it is tempting to produce blogs that aggregate lots of guest posts from different people in and around an organisation.

But does that mean a corporate blog with lots of guest posts should be any less effective than a conventional one?

At BIS, we’re lucky enough to have lots of enthusiasm for blogs, relative to other large organisations. BIS also has several different ways of publishing blogs, and some year’s experience of doing so.

The digital team have worked hard to ensure more engagement around specific posts, however, we think the blogs could be more useful for the audiences they are aimed at, as well as for BIS.

So what are the hallmarks of a good corporate blog? I’m hoping others will help me, but here’s a few of my thoughts:

1. Proposition: who is the blog aimed at, and what’s it about? Be specific and clear on the home page. This applies to all blogs I suppose, but is particularly important for corporate blogs.

2. Personal: blogs are about a person, or at least, people. Blogs need faces and names.

3. Simple: a conversational tone, also sharp and succinct. I don’t believe people consume blogs in the same way they might read online newspapers or conventional web content. If readers arrive at a blog from Twitter or a feed (as many do), they’re in a bulletin mindset, not a ‘big read’.

4. Consistent: regular readers and sustained engagement are good ways to evaluate a blog’s usefulness. That means publishing regularly and staying true to a proposition.

5. Original: personal perspectives that teach people how to use a product or access a service. Alternatively they might share some personal insight.

6. Comments: encouraging people to comment and nurturing discussions must be the main driver for corporate blogs.

While these might be obvious to many, for an organisation they are quite demanding principles by which to define a good corporate blog.

There are some good examples out there, but what else would you add to the list above?