boring posts that come across as professional dissertations. Write them as though you're airing your personal opinions on various topics. Then let your customers respond as they will. 8. Don't Hide Your Team Your customers want to see the people behind the company, so don't hesitate to show the human face behind it all. Put up pictures of your team, and let customers glimpse the behind the scenes camaraderie. Doing this will build greater trust among your customers, who'll see your team as informal, fun, convivial social beings. 9. Allow Your Audience To Like And Trust You Invite your customers to contribute to your blog. This will help them feel as they though belong to the team. Also try inviting them to ask questions of any team member in a separate 'ask the team' page. Put up behind-the-scenes stories and footage to personalize your company and make your audience like and trust you. 10. Keep Your Blog Easy To Navigate Test your blog's navigation from the user's perspective and make sure that everything is easy to find. Provide a site map for easier location of content. Categorize theme-based content in the side bar, and put up 'you're here, what do you want to do next' balloons to help guide them. 11. Don't Treat Your Blog Like A Press Center Your business blog is not an extension of your current press center. It's not the place for press releases, so please keep that in mind. Customers expect to connect with you