How to Communicate with the Audience
Author's Point of View and Tone of Voice
While writing, the author should think like a company employee. First of all it means the author should not express personal opinion or show the attitude to the product/service/company. In a corporate blog it's better not to directly point onto competitors (unless this is provided by the logic of publication or is agreed with the competitor itself), do not make comparisons. Most commonly the author already knows something about the company (as an employee or as an executor of an order for a publication) and should pay attention to the style: if the company sticks to a formal style, then the style of publication should be formal. If the company is young and provocative software developnemt agency then the text can include relevant jokes. But in any case it is better to avoid these "enemies of a good publication":
undue familiarity (okay, dudes, we've coded some software, we've been hittin' the keyboard for a year — and here is how cool it is now);
slang and jargon (code monkey, spaghetti code etc.);
old memes (well, we decided to build our own CRM with with blackjack and hookers);
derogative tone (well, in general, the task was simple, if not to say that was nothing: to bind our soft to the bus host-adapter).
First Publication on Habr
Do not make the mistake that will remain with you forever. Take a brake and think on the format and text of the first publication in your blog. This start largely determines the further attitude to your publications and to your company.
"Hello, Habr! So we decided to start a corporate blog — we are some random company, from somewhere, we have several people in the state, some website, and we create some products. Subscribe to be in the course of all our news" — this is the most correct way to spoil everything. The only even worse thing is to ask to "write in the comments, what people would you like to read in a blog ".
Show the audience you know where you came to, and tell what information you will share with users. The best option is to tell something useful and interesting (for example, about the implementation of your new product) right after a short greeting (in 1–2 sentences). The first publication is a kind of a litmus test – it immediately shows the attitude of users to your company and their interest in your products — if you show yourself well, then further treatment of the company will be appropriate.
It will be easier and easier as you post more publications, but you still should not relax. Show users you have come to share useful information and at first work only on you reputation and image. If users understand that you have come trivially to advertise and drive traffic to your site, then nothing good will come of it and it will be more difficult to recover later. Technical publications with an inconspicuous reference to your site/product will bring much more benefits than the same links, but surrounded by uninteresting text.
It's just the beginning of the publication life cycle after you wrote and posted it.