I mentioned the other day how you need to make sure to design your blog for as many users as you can. This doesn’t apply to just your physical design though, you also need to do it with your content. Who are you writing for? Who are you targeting? What do you wish to accomplish?
If your blog is a corporate tool, then you need to set guidelines for what can and can not be discussed, and it needs to be written in stone. You need to avoid controversial subjects, and you need to always portray a professional image. The drawback to this tact is that it can get mind numbingly boring for the writer, and the reader, fairly quickly.
There are ways to be corporate, but still have some fun. Switch your posts up by having one to two days a week be about business, have a day for fun, and make up the rest of the week talking about news stories that impact your industry. The whole point is you have to keep things fresh and engaging. If you just talk about the widget your company came out with over-and-over, your readers just won’t even bother looking at it after a little while.
I happened to stumble upon this posting, and being that I write for a corporate blog, I am sure glad I did. I find that it is necessary to keep things corporate, but lite as well. Adding in some fun to keep readers coming back and excited is a great idea.