There are three basic approaches to blogging, with an infinite number of topics or strategies that can follow:
1) The Personal Blog
In a personal blog, you write entries from an “I” perspective. You can relate to stories from your daily life and openly discuss your opinions and viewpoints. This is a good fit for individuals such as motivational speakers, consultants, or anyone pursuing a personal branding strategy. Many CEO’s choose to have a personal blog separate from the company blog. The difficult decision in a personal blog is how personal to be. You must be more careful not to make statements in your blog that will turn people off or even get you into trouble, especially if you are representing your company.
2) The Company Blog
In a company blog, entries are written from the point of view of the company, from a “we” perspective.” Entries do not have to be written by a single person, they can be collaborative to ensure quality or the task can alternate between persons. Company blogs can take on different roles, such as an outlet for public relations, a marketing tool, or a way to educate clients. Google, for instance, has many blogs, each for specific purposes. Company blogs are ideal for larger businesses or small businesses that want to maintain a professional image.
3) The News Blog
News blogs are not self-aware, that is they do not refer to “I” or “we.” A good example of this type of blog is a corporate press release page. News blogs are very formal and not ideal for connecting with other users online. They can be a good way to pass controlled information on to media sources, however. They are mostly well-fitted for large corporations that attract media attention on a regular basis.
It is acceptable in both the personal blog and the company blog to write from a “you” perspective as well, which is useful for giving readers advice.
As a rule, you should not mix personal blogs, company blogs, and news blogs. Online visitors expect consistency, and if there is none they will leave. If you have a well-organized blog that addresses related, relevant topics to a web visitor, that web visitor is well on their way to becoming your next client.