I received this great question from Josh Cantrell, a B2B blogger …
Who is my audience? Is it the people I want to sell to, or the people that will regularly follow our blog? How do I determine the blog’s “voice”? My writing style/personality may be different than the corporation’s. Do I do my own thing and just be myself or do I try write AS the business would?
Whether you have a personal blog or a corporate blog, your tone and voice will change over time, primarily as your knowledge and confidence grow. When you get right down to it, your “voice” is the key differentiator for your blog—it probably makes the difference on whether somebody even reads your blog.
I would define “voice” as the personality and style of your writing. Are you witty or buttoned up? Flowery or factual? A storyteller or a reporter? There is no good or bad way to be, as long as you are connecting with your audience.
In the business world, your audience must be defined as the people you are trying to influence. Your company blog should be aligned with your marketing and business strategies; otherwise, why do it?