What makes a blog compelling?

While the details are going to vary by brand, the key is to talk to your audience in an approachable way, says Deborah Ng, a professional blogger and part-time community manager for BlogTalkRadio.com.

"The purpose of using blogs and social media for businesses is to build up a community around a product or service," Ng says, adding that she is often hired for her "voice," which she describes as more casual than that of traditional corporate communications or a news story.

But highlighting that "less formal" voice isn't easy, and striking a balance between a casual discussion and a brand message is always a challenge. In fact, it's a constant balancing act, but one that will be aided by employing some of the following tips and keeping a close eye on brand blogs that are taking corporate blogging to a new level.

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