Not every person who writes for their company blog has to be in the marketing department or the engineer who develops the product. The person who does the blogging doesn’t even have to be a part of the company. The real requirement for blogging is that the person has a passion for what they do. Without the passion the words on the blog lack substance. They lack the ability to grab ahold of the reader and convince them that their is a truth behind them.
We are working with a company that plans on using our Blogging Services and we know that if we use someone that isn’t passionate about their product then the success of the project is in jeopardy. Sure it would be simple to get someone who can write some facts here and there about the product, but our goal is to engage the readers. Get them to continuously come back even if they don’t buy the product. At least that way a community develops and quite possibly they will buy a product from the company down the road or at the very least recommend it to their friends.
You can tell when someone is not engaged in their blog because the writing becomes dull. If you cannot even interest yourself to write then you would be hardpressed to expect your readers to have any interest in what you do. By all means don’t force yourself to write just because you feel the need to get something out.
Both Macromedia and Microsoft have a number of company blogs done by the people who develop the products. Many of them are quite interesting solely because you can feel the writer’s excitement when s/he talks about their work. This is the type of writing that engages people.
Passionate writing does not mean successful writing, but it gives your blog a greater chance of success. If you are not passionate enough to write about your product or services then you shouldn’t expect others to be excited about them either.