Admittedly, my post title is a bit confusing; but the point is that business blogging is not about being the 'official' word of a company --- it is about real people at multiple levels within your organization blogging about the business and connecting with other people ( i.e.-potential/current customers and employees).
A quote that flies around the Compendium Blogware office is - People don't buy from companies, they buy from people. To this point most normal "people" don't walk around their day to day lives saying phrases such as "Honey, we are going to need a paradigm shift in the arrangement of our living room." or "I really see some cross-functional synergies being possible with the neighbors."
These "corp speak" terms generally don't do a good job at saying what you actually mean and they alienate a majority of your potential audience. While it is critical to properly inform readers, stay within company guidelines, deliver meaningful blog posts and maintain a degree of professionalism in business-related blog posts; it is also important to be yourself and truly connect with your readers.
Oh, and also just a reminder...it is okay to sometimes talk about things not 100% related to your specific business or blog topic --- avid blog readers love when day to day antedotes are shared throughout normal business related blog posts (being able to relate this real-life events back to your business or corporate blog topic is even a bigger plus when blogging for business.) So...try to "keep it real" in your next blog posts (and if your organization is not blogging yet...get on top of it!).
