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Giving a corporate blog some focus

Company blogs can be really effective, but it does seem difficult for many businesses to get their heads around making them work. I was looking at this list of interesting company blogs recently to see if there were any interesting trends, and I noticed that many of them set out with a specific intent, perhaps to target a section of their audience. For a platform linking buyers and sellers, for example, the blog could provide tips for sellers. For a supplier already well known in a market, the blog could target case studies to bring more people into the market. For a company perceived as being a faceless corporation, the blog could talk about individuals (especially experts) behind the scenes. One key to a successful blog, it seems, could be not to have a ‘general corporate blog’ in which to dump any old junk, but to give it specific aims.