General guidelines

1. Be dedicated. Post on a regular basis.
2. Make sure to organize articles in Categories that make the most sense.
3. Keep Post length consistent as part of your blog theme. Or, or make sure to break up larger Post’s into “bite size” pieces, like a Part 1, and Part 2.
4. Allow your readers to Contact you or visit the website you are referring to.
5. Write a short bio so your readers know who wrote the article.
6. Put a picture of the author on the blog (somewhere) so readers can identify with them.
7. Write on news, information, and tips in your subject domain.
8. Have a subject theme (Politics, Advertising, seld help, etc), and stick to it.

Quick Tips

1. Know your audience. Your audience will be mostly comprised of people that are interested in what you do, so try to remember to write with them in mind.  This may sound obvious, but too many companies fall victim to trying to be all things to all people to increase their scope.  This is what CNN is for, they have everything covered so that you don’t have to.  Remember to be relevant to your readers and your mission.
2. Be consistent. As corporate bloggers, I recommend having a minimum of 1 new post published per week.  I would not exceed 3 posts per week.  This will provide an acceptable amount of information to your audience without overwhelming them. Write from your heart and from your experience. Think of each unique perspective as an ingredient in your corporate blogging recipe.  If everybody sounds the same, it will be rather bland.
3. Keep it short. It is always a temptation to explain every small detail of what you want to convey.  People are so overwhelmed with information these days that, with very few exceptions, they will not read extremely long posts.  Keep them within 500-600 words.  If you are writing about something that requires great depth due to its complexity or details, consider splitting it into multiple posts, e.g. Part I, Part II, Part III. When in doubt, brevity is usually best.
4. Engage your readers. It will take a while to build an audience, but eventually they will be there, and they will start leaving comments.  I like to reply to the commenter via email (their comment will be sent to your inbox), and I usually copy/paste my response to them into the comments section of the blog as well.  If somebody took the time to publicly engage you, no doubt they would appreciate the public reciprocity.  On this note, I do not recommend moderating comments (it’s quite easy to pull them down if inappropriate).
5. Be professional. You are representing your company, so you need to remember to write accordingly. 
6. Have fun. This doesn’t contradict the edict “be professional”, it compliments it.  I have seen a lot of presentations over the years, at conventions or one-on-one in my office by a salesmen. The most compelling are those that are presenting me with the information that I want but aren’t too stuffy about it.  They use their own personality to present the company information.  I like that, and so will your readers.
7. Be nice. Avoid attacking other individuals or companies. This includes colleges, authors, customers, vendors, competitors, or shareholders. You are welcome to disagree with the Company’s leaders, provided your tone is respectful.