What should you put in your blog? The most obvious things are those items you would post in a News section of your web site. These can be press releases, company news, promotions or events – whatever is appropriate for your own organization.

I would also challenge you to think beyond the traditional PR stuff. I was able to convince one client to post their e-mail marketing messages and newsletter to this section. The idea was simple. There are more visitors to your company’s web site than there are on your opt-in e-mail list. Many people won’t subscribe for fear of spam or because of information overload. E-mail is a “push” medium. Why not let web users see what you are sending to your e-mail list? Let the user “pull” the information instead of pushing it on them. And as we will see later, this idea opens up a whole new way for your customers to get information from you in the form of RSS feeds.

Remember to write well. This is as important for blog writing as it is for any other type of corporate communication.