How to do it: KLM
Finally, an example of a good company blog: KLM's. KLM's blog actually meets all the requirements. A blog like this one convincingly contributes to the image that KLM wants to project and also gives the organization a clear human face.
KLM blog
The blog posts are very personal and they tell a 'nice' and perhaps also recognizable story. The brother cell phone list emphasis is clearly on flight experiences and travel per se; there is absolutely no promotion or advertising. Readers are not pushed towards buying tickets, on the contrary. The strategy also seems to work well, because the blog has a fairly lively community, with many reactions per post.
But the KLM Blog is also user-friendly. The entire right column is a perfect example for other blogs. With an explanation about the blog, an invitation to guest blog or give feedback, mention of all social media accounts, a Twitter feed and a colophon. And at the bottom of the blog there are also widgets with recent posts and popular posts. Clear navigation, inviting to interaction and human. KLM is doing well.
Do you have any other examples of goodOr company blogs that don't do well? And what do you think about the quality of the Dutch company blog in general? I'm curious!