When creating a successful corporate blog, there are a number of
elements which come together to make it what it is. The content itself
is key to this, but the words just form the final part of the blog and
one which is supported by a number of other layers or building blocks.
Together, they help to determine the blog’s focus and its effectiveness.

The more that I work with companies (large and small) on their
business blogs, the more I see how these different layers must work
together to give the right results. This is the case whatever the size
of the organisation, though the timescales can vary enormously. A large
corporate blog may take several months to come to fruition, not because
there are additional elements but due to the number of “interested
parties” involved. With a small business blog, the decisions are often
made instantly and so the timeframe is shorter; however, the business
challenges are similar.

(...)

Summary
A blog needs all of the different components to be working together to
be really successful and, for a corporate blog, doubly so. A blog using
a standard template rather than the organisation’s branding will be
less effective, as will one built on a platform which makes leaving
comments difficult or one that reads like a sales brochure. Equally, a
business blog where all the other aspects are in place but which is
aimed at the wrong audience will not achieve the success that it
perhaps warrants.

However, with each of these different layers working together, then
the results can be excellent. The day-to-day focus can then be firmly
on maintaining the quality and focus of the content and promoting it in
the right areas to ensure that it can (and will) achieve the business
goals it was designed for.

Source: http://www.betterbusinessblogging.com/business-blog-design/building-corp...

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