Are we at the beginning of the end for bosses that blog as client outreach? A recent report seems to think so. “Blogs read like tired, warmed-over press releases,” said Laura Ramos in a recent interview. “Corporate bloggers [just] yak away about their companies and products.” eeewwww.

What’s the beef with the B2B or B2E (Boss to Employee) blog? They’re too corporate. You see many of these bloggers fail to realize that good blogging style should resemble a casual conversation, not a whitepaper. The attitude should encourage feedback, resulting in a better relationship with the audience.

The person blogging from the corner office should try learning from those who are getting it right. Here are some tips adapted from John Dragoon, CMO at Novell, who has built a wonderful blogging personality.

Make Us Feel Like An Insider. As an executive, you have a privileged view inside your company, try to write and share unique items that readers wouldn’t get through other channels of communication.

There Will Always Be Naysayers. Don’t feel that you have to respond to or even publish overly negative comments or feedback. Just remember its not personal.

Be available. People appreciate when you respond directly to them via email and not through the blog itself. They are very often surprised that you take the time to do that.

Just Relax — Be yourself — Your own unique perspective just might get your company noticed.