Smart blogging by TaylorMade
Yes, corporate blogs are a good idea. Corporate blogs allow companies and brands to increase the frequency, quality and authenticity of their communication to key constituents (including and beyond customers), and also allow a level of interactivity not available in traditional media.
Many corporate blogs are far too self-promotional, but a few stand out as very well done. TaylorMade, a manufacturer of golf equipment, has introduced two blogs: one that offers an inside look at its products, and another that follows TaylorMade-sponsored golf professionals on the pro curcuit.
Two focused blog efforts, highly attractive to golf enthusiasts. They walk the line well between directly and strongly promoting their products, yet making the content independently interesting.