"Today, I’m going to play doctor, in fact, I’m a specialist: A corporate blog doctor. Most corporate blogs aren’t trusted, and here’s a very simple heuristic health check to gauge whether your corporate blog is going to be trusted by your readers. This is a quick and dirty scorecard, if I was going one for a real Forrester report, it would be far more conclusive, weighted , detailed, quantitative, and scientific, but today, this is just a quick example, to illustrate a point we already know, let’s get to it, please, turn your head and cough: Health Check: How Trusted Is Your Corporate Blog? 1. Writing style: How you write indicates how real you can truly be Great: Blog is written in a human voice Bad: Content looks vetted by corp comm Horrible: Rehashed press release 2. Topics: What does the blog talk about? does it matter to marketing –or customers? Great: Discusses the lifestyle (or workstyle) of actual customers Good: Discusses the wider industry topics Horrible: The corpor" - Internet Strategist from Bookmarklet

While this post is about Corporate blogs I recommend it to anyone who writes a blog of any kind. The comments and examples make more clear the differences between excellent blogs and others. - Internet Strategist