The true purpose of a corporate blog should be to open up a dialogue with your current or prospective customers with an emphasis on listening.

Vespa is launching two blogs with three goals:

1. To increase organic search engine rankings.
2. To create buzz.
3. To build a brand by listening.

Check out the Wall Street article by Brian Steinberg, “Corporate Marketers Try Out Blogs,â€? describes Vespa’s and other major corporations use of blogging. Check out Steve Rubal’s listing on MSNs search engine: 10 Commandments.

[via SEO Blog]