Establishing a More Human Voice

Most companies speak to their audience through a variety of mar-keting materials, ranging from brochures, sale sheets, and corporate
Web sites to radio and television ads. These vehicles are each unique,
but they are all designed to deliver a specifi c message in marketing
language that is carefully crafted but hardly conversational. Corporate
blogs, however, give companies an opportunity to break away from
traditional marketing language and speak to consumers directly, using
a more informal tone. Th is helps to humanize the brand, making it
easier to forge an emotional connection with the audience. Corporate
blogs still need to maintain some semblance of their brand voice, but
blogging provides significantly more room for relaxed communica-tion than almost any other method of marketing.