It is important that when you launch a corporate blog that you don’t solely focus on “what’s in it for us”. In the online world, beware that you must walk the tough line between user control and managing corporate and brand messaging. If you give additional value for your customers then there is no doubt that they will hold high opinions of your brand. As an intangible benefit, it may take some time before you begin to identify the competitive advantages that will surface from persistent customer interaction on your blog. Therefore, it is important not to lose focus when blogging – assert quality over quantity with your content and keep it fresh and appealing. Lay off the commercial jargon and appeal to the customers directly. Give them an incentive to read more – Do not attempt to win over the trust of your customers without any intention of adding value to conversation and the long term benefits will become apparent.