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ImageA successful blog "kind of opens the kimono and from a brand point of view lets people know who you are," says Rob Frankel, a Los Angeles-based branding consultant who has advised clients ranging from Re/Max to Honda Motorcycles and Sea World.

Regardless of the company size, what a corporate blog should not be, he says, is a dumping ground for press releases and other promotional materials hyping the company and its products. Reserve that for the company's web site. "That's all the stuff that nobody wants to read," cautions Frankel and other marketing professionals.