All marketing initiatives need to be targeted. Spraying your message to as many people as possible and praying that it will resonate with the right people just won’t cut it. This is no different when you are planning to start a blog. And for a corporate blog to be successful, you do need to plan ahead of time.

• Determine your focus and have a good grasp of what you are all about.
• Ask your customers what they would like to hear about, and the answer is probably not just your latest product updates (unless you are Apple).
• Find that niche where you can stand out from other blogs in your space (namely your competitors) and don’t try and be everything to everyone.
• Learn about your customers and cater to their needs.

You don’t need a lot of readers; you just need the right readers.