So there you are, all celebratory for having just been handed responsibility for the company blog. It’ll be your job to envision it, put a team together, guided and bring in results. Before you actually jump in head-first and start dreaming about the layout and color scheme of the blog though, you’ll probably do well to form your strategy first for what exactly the blog will achieve and how. This should be a very important step- that ensures that whatever you come up with really delivers on the company’s expectations. These are steps you’ll take in the planning process to make sure that your company blog doesn’t disappoint the folks upstairs.So far as those company expectations go, usually, they’ll revolve around building the company brand and expanding customer reach. A company blog, to do this, will usually put up how-to videos, content forms, posts on the kind of issues customers usually face using the company’s products and so on.Once you’re clear about what exactly you plan to achieve with your company blog, the first step in making it happen should probably start with defining the readership you’re aiming for. When you try to build an image of the typical reader you are aiming for, you’ll probably want to use technical descriptive factors like demographics, past behavior and so on. You could also work into the picture the kind of online behavior this group engages in?are they consumers of content or producers?For the most part, company blogs are put together by a company of contributors. It’s usually not just a one-man show. While individuality is certainly to be valued, since they all speak for the company, there needs to be a certain amount of uniformity across all blog contributions. Everyone, for instance, should avoid using jargon or corporate-speak. Every blog post should try, for instance, to address itself to the layperson and being as easy to understand as possible. Each blogger should make sure that his personality shows through and that there is a clear story that’s told in each post. Once every contributor is clear about the kind of voice the company is supposed to have, things can move ahead with little intervention.And then of course, comes the matter of the content. A blog is supposed to not just be something that drones on about company-related stuff that’s of little interest to the public. Even if the company sees the company blog is something that furthers its interests, it needs to be accepted that no one’s going to read a blog if it doesn’t do something for them. The editor of the blog needs to completely set out the kind of content spectrum the blog will deal in, and will need to work out an editorial calendar?all the important dates and events the coming year holds that would require special content.The moment a company enters the blogging space, it has to accept that it’s now in the publishing business. Every company blog needs an editor who knows to take his job as seriously as any magazine or newspaper editor would. There needs to be editorial policy and quality control. It’s an editor who gives a blog direction, shape, and soul.