Amber Morris has written a great post detailing how blogging differs from other forms of corporate communications. If any of you follow blogs or have been writing blogs for sometime, this is nothing new. However, with more and more companies making the leap into corporate blogging (often lead by the same marketing folk responsible for the brochureware), the point is an important one.
Unlike almost any other form of corporate communications, blogging is about entering into the dialogue with your market. Know who your audience is and address it directly on its terms. If you must sell, then sell stories rather than products.
I remember reading a while back that the hardest thing for a radio presenter to do is address the audience when you can’t see them. One piece of advice there is to think of just one person and talk directly to them. The same can be said of blogging.