In trying to keep a close ear to the ground related to corporate blogging I have several google alerts with related keywords. Through one of those posts I ran across the blog post by Media Vision Blog about the failure of corporate blogs. It is true, way too many blogs that are started by companies often fail. There are plenty of reasons that this is true, lack of vision, lack of time, etc…

The truth is you have to make a commitment, and block out time to develop the blog steadily. If you can’t fit the time for a least one blog post a month then you should really access if blogging is going to be the best use of your resources with in a company. Despite the endless value that a blog has the potential of providing, it does take time and effort to build it to the point to obtain that value. The fact of the matter is that if you can’t create quality content over the span of a year then don’t bother starting a blog. You obviously have other areas of your business that provide and can provide a greater impact.

If it is a matter of finding just a little more time to blog, find ways to automate or increase the ease of blogging. Maybe blogging through writing e-mails is easier than logging into the system and typing it in. Maybe breaking up blogging into a few short periods of writing and brainstorming rather than doing it all at once could help.

Maybe you just want to outline the key points and delegate the writing of the post to someone else with in the organization, or via hiring a professional blogger.

There are plenty of ways to make blogging quicker and easier, but it will take time and effort in order to really build the value in the blog.

At this point in time there are plenty of people who realize the value of a blog and have ventured into the process of blogging (hopefully on a regular baises). However there is rarely enough thought into the mechanics of the blog and how it will be used to add value to a company or organization. One of the fundamental aspects of a blog is the voice that is used to speak to the readers, it can make or break a blog and often times it isn’t even an afterthought.

Blogs are conversational by nature, they tend to be more relaxed and casual… but they don’t have to be. Many corporate blogs chose not to have the relaxed and casual speaking voice, instead picking some medium between a PR voice and the casual voice that a personal blogger would adopt. This is OK in the right situations, even great. Some companies and industries wouldn’t benefit from a casual toned blog, they need that level of credibility and the authentic nature of a blog complements the credibility. However the point is that as a corporate blogger you need to know if that is the voice that will best suite the blog and your goals.

There are times where a more casual voice would provide the most value to a blog. Consider large consumer corporations, which feel like faceless monoliths. These corporations are often painted as evil bloodsucking money-grubbing voids, devoid of any real human characteristics despite the fact that they completely consist of people. It might be easy to try and create a blog that has shows no errors, no weaknesses, no additional areas for people to criticize and nit-pick. However what these corporations really need is a real and authentic voice, a feeling of being human. Consider the GM Fastlane blog, Bob Lutz doesn’t take the time to spell check, fix every grammatical error, and that is wonderful. Bob is a human, a person you could walk up and talk to, someone who has hopes and dreams for both himself and his company. Yet some many people see GM as a horrid faceless entity that lay’s off workers and steals pension plans. A squeaky clean blog written in marketing/pr speak would do nothing to combat this feeling, and it would have very little to add.

On the other hand, if you look at a company like AVL North America (a client of my other company) they would not benefit from a casual blog. They produce highly technical engine testing systems for use by large companies like GM, Cat, etc… Their audience doesn’t care that the people building these systems are regular guys like you and me, they want to make sure they select the best equipment to ensure they produce the best possible product they can. AVL would be better suited by a very technical in nature blog, that shows expertise and customer support. A completely different voice than that of GMs Fast Lane blog.

Although rarely talked about blogs are used almost as often as private internal tools as they are external marketing and PR tools. There are tens of thousands of companies who have intern blogs designed to aid those who work for the organization, ranging from sales blogging reports to HR related issues.

However I don’t necessarily want to talk about those issues today. A post over at experience matters got me talking about the practice of blogging on how it effects internal branding efforts. In this case the blog is an external marketing tool, read by the public and published by employees of the company Critical Mass.

It was mentioned that they have an editorial board as a method of generating ideas, which was met with a variety of different reactions. However it really got me thinking about the process of writing a blog by members of an organization can really make a dramatic difference in the understanding of the brand internally. The process of thinking about what is valuable to your brand enthusiasts and readers, the voice of the brand, and the message in order to produce quality and relevant blog posts is an extremely effective way to educate people on the brand itself.

In order to write an effective blog post you have to think about your readers (who are all advocates, potential customers, or interested parties in your brand) and what type of content they would find valuable. This process of discovery is very relevant to discovering what is important to your target market. What messaging and types of content is valuable to your target market, online and offline. How do these people want to be communicated to? and with what voice?

By assigning those who communicate with people outside the organization to writing blog posts, you end up teaching them how to “wear the brand” when they make contact with others. The values, voice, and messaging will be clear as everyone will have had to think and focus about how to communicate in a way that is true to the brand.

While there are other ways to promote internal branding, this method is proactive and keeps your brand stakeholders engaged and communicating with those who are happy to listen and respond. Rather than simply do seminars, activities, and other hokey methods why not acclimate everyone to the brand message in a way that has multiple benefits and is organic, authentic, and real?