In the world of corporate blogging (heck any blogging), authenticity is a must. Posts must come from the passion of someone who cares deeply about a subject.
Lately I've been seeing corporate blogs that look as if the PR bunnies or Marketing geniuses have gotten their grubby little hands onto the posts. The language is clean and generic and the passion is lost. Corporate messages are inserted at every opportunity. As soon as a blog post has been through the Marketing Communications wringer, it ceases to be authentic.
Resist the urge to "MarCom" employee posts on your corporate blog. Allow people to let it all hang out, quirks, misspellings and all. Your readers will thank you for it.
David Meerman Scott
David Meerman Scott is a business growth strategist, advisor to emerging companies, and international bestselling author of a dozen books including Fanocracy and The New Rules of Marketing & PR. His books are published in 30 languages from Arabic to Vietnamese and have sold nearly a million copies.
