The target audience of any business blog should be the end-user and usually an individual.

 

Corporate blogs build your reputation as a thought leader and visibility for your products and promotions with decision makers.

 

Blogs can deliver content that is contextually relevant and sensitive to prospect needs, based on their interests and their stage in the buying cycle. 

 

They can be a valuable tool to shorten sales cycles and influence multiple buying centers in a target organization.

 

Company blogs are a great way to answer questions you may receive from potential or actual customers. By putting the question and answer in your blog, you are now generating information out to potentially huge numbers of potential or actual clients.

 

The search engines do index blogs as well as websites, so it will show up in search results. Good Google rankings will be achieved.  

 

Business blogs that are successful have a feel of casualness to them that is not forced - they don't read as if they are an advertisement for your company, but more like the day-to-day life of your company.

 

You may have one blog and still have many different people contribute to it. Each one will present a different view of the company from their angle and provide more variety for the readers of your company's blog.

 

The most interesting blogs seem to be the ones that vary in length - sometimes they have longer entries and other times just short entries - plus this gives your company blog the appearance of a personal touch.

 

Be sure to make entries frequently. There is no requirement that you make an entry every day, but don't let too long go between entries.

 

If you are a small company, you might want to consider making a company blog the highlight and center of your website.