Part of being honest is how you talk about your competitors. Don't dis the competition, but don't be afraid to link to them if and when it is appropriate. Demonstrate that you are aware of the world around you and that you don't live in a bubble.

Another part of honesty is how you respond to attacks. "[A] company that can accept public criticism with grace and dignity looks good to current customers and prospects," said Peter Cervieri of ScribeStudio, a computer services vendor. "Be prepared for negativity. Develop a thick skin, be prepared to respond to attacks and help to clarify the root issue and corporate commitment to resolving issues -- do so quickly and sincerely," said Jeremiah Owyang, who writes a blog about corporate marketing called Jeremiah the Web Prophet.

Second, find your voice and stick to it

All of our bloggers agreed that they stay current by reading plenty of blogs themselves, and some even have the time to go to blogging conferences to meet with their peers. But it all starts with the written word.

The best-written blogs -- on any subject -- are compelling because the writers have a clear voice, can express themselves and can be engaging. Most corporate bloggers say to write in the first person: "Don't try to pass yourself off as 'the company' and address yourself in the third person," says one blogger. Better yet: "No fake names," says Martin Focazio, a software developer at ScribeStudio. "[Our] blog is genuinely giving us a corporate voice -- and it is revealing that we're actually human beings, working just like our customers, and we think and feel about things other than what we do to make money. It's refreshing." Reveal in that honesty and create a dialogue around it!