…for SEO, putting a character behind your corporate message, and demonstrating your knowledge over and above your competititors.

With an increasing number of corporate and business blogs appearing, I thought I’d pick out a few emerging trends that the successful ones have shown, and a few blogging rules you should be aware of to avoid becoming a bloggers launging stock.

1) Be honest.

Above all else, the best blogs have integrity. They are not there to make a fast buck, but to make a long term difference to the public perception of their business. The biggest blogging disasters are blogs that have been ‘unmasked’.

If you have a criticism of another business that affects your customers – make it.

If you have a problem in your business that your customers should be aware of – admit it

Nigel Main, a PR consultant who I have a great deal of respect for once told me:

“It’s not the problems that are the problems, it’s how you deal with the problems”

2) Be knowledgeable

but admit you don’t know everything.

All experts got their knowledge from somewhere, if you pick up something new, credit the source and give them a link. This is fundamental to why blogs are so important to Google and other search engines. Lots of links interconnected around similar subjects, often growing faster than traditional media can react.

Don’t talk down to your audience. If they are reading your blog they are already interested in the subject area and will have some background knowledge. Give your readers something new, not re-hashed material from another source.

If you really love another blog, many blogs include a ‘blogroll’ a list of permanent links to other blogs that their readers might find useful. You may want to start one.

3) Be regular

Keep feeding your blog, sometimes it only has to be a one-liner or a single link to something you found interesting that day. An answer to a tough question from a client that you think others may want to hear.

4) Be cool

At some stage, your work will come under criticism. It’s a fact of life. If you have an opinion, someone will have the opposite opinion. If you quote facts, someone will have a different version of them. If someone starts a slanging match, maintain your cool and professionalism. Deal with it as you would in the office and maintain your dignity.

If you think that the individual is a threat of some sort, it is quite possible to close the door on them, but try to deal with their objections first. If you can win an argument online it will really help your content.

5) Be focused

People came to your blog for a reason. If you are writing about your business, they probably don’t want to hear how your football team is doing, unless you are a football manager, a real one.

6) Be proud

Blogging is no longer a ‘geek’ hobby. It’s a serious way of disseminating information about your business to your desired audience. When politicians get on the case, you know it’s being taken seriously.

Put your blog on your business card. Link to it from any biog pages on your company website or your profile pages on industry forums. Mention it if you do speaking engagements. Drop it into conversations at dinner parties. Whatever, just don’t hide it or there’s no point doing it.

Knowing that your blog is under public scrutiny will inspire you to maintain it and maintain the integrity in your writing.