CEO blogs used to be all the rage within the business blogging community. Remember when we’d hear blog consultants gush about CEOs who dared to blog with transparency and authenticity. I rarely hear much talk about CEO bloggers anymore. Do you?

Remember Jonathan Schwartz? He was the poster child of blogging CEOs, the now former (as of February 3rd) CEO of Sun Microsystems. All you could hear was crickets on Jonathan’s blog from May of last year until finally Jonathan’s farewell post on January 27. Clearly he had a few things going on; Oracle was in the process of acquiring Sun. When you’re selling your company that is pretty much all that occupies your mind. I know that first-hand, as I’m happy to say my company (Netconcepts) was acquired by Covario last month.

The thing that most struck me was the name of Jonathan’s new blog. It’s titled “What I Couldn’t Say”. Hmmm. I guess transparency within a corporation only goes so far.

With the economy is in freefall, perhaps the tolerance of various boards of directors for CEO transparency has lessened? Or it could be simply that CEOs are just too busy and blogging isn’t such a priority, now that “blog” isn’t Word of the Year anymore.

Tony Hsieh, CEO of Zappos, is another CEO blogger who was acquired and who we don’t hear from any longer in the blogosphere. His last post was July of last year, and that wasn’t so much of a blog post as it was a copy of a letter that was sent to all the Zappos employees announcing the acquisition by Amazon. Before that, Tony last posted in January 2009.

I’m guilty too. My own “CEO blog” hasn’t seen any activity in over a month — no posts since Covario acquired us. But the reason for my ‘radio silence’ has nothing to do with the acquirer. I may no longer be a President/CEO, but I am still encouraged to keep blogging. The reason I don’t blog frequently is the same one as last year (when I was only posting a few times a month at best): I’m preoccupied running around speaking at conferences all over the U.S., writing for magazines, etc.

Then there are the corporate blogs where the CEO occasionally chimes in with his/her own post. My acquirer, Covario, fits into that group with its “Actionable Insights” blog. Trinity Road, an etailer of religious products like first communion dresses and rosaries, has a corporate blog, but you rarely if ever hear from the CEO on it.

Then there are the CEO blogs where you wonder if it’s actually the CEO who’s blogging because it’s so polished. Steve Spangler the science toys e-tailer, I think fits into that category. If you look at the posts on Steve’s blog you’ll see a gradual evolution to a style that is more and more polished.

Chris Baggott, CEO of the Compendium Blogware, has one of the best CEO blogs out there, in my opinion. It’s full of valuable content, it’s not overly polished, his personality really shines through, and he blogs regularly. It figures though. If any CEO would have that kind of a CEO blog, it would be the CEO of a business blogging software company!

Not getting as much marketing power out of your blog as you’d hoped? The rules for successful blogging are the same whether you’re writing for personal or business reasons. First of all, you have to write about what you love or what you’re passionate about. When you write about what you are passionate about, readers will feel it too, and the entire process of writing will be more enjoyable as well. If you’re running out of topics or your blogging feels like a chore, then you should find a new angle on your work — one that you’re passionate about. Hopefully you love your work and your job, so it shouldn’t be too difficult to find things that are fun to write about, but sometimes it’s better that you concentrate on a specific aspect of your work that you’re particularly interested in.

If you have no passion for what you are writing about, why are you writing at all? Your entries will come across as boring or flat and you will not gain the readership your writing skills deserve. When you write about what you love, it is a lot easier to sound like an expert in your field. If you are not sure what you are passionate about, take the time to figure it out. You owe it to yourself, and your potential readers, to know and write about what makes you get out of bed in the morning. If your goal is to make money with a blog, write about what you love and the money (or sales) will follow… You will have more readers and will write better posts. Great content brings traffic/conversions and when you write about something you love it is difficult to write poorly.

What’s it like to read your favorite blogs? I’d have to say my all-time favorite blogger from a writing perspective is Fake Steve Jobs. Sure, he’s not even real, but he “keeps it real.” Every post is witty, and I love his creative use of language and his invented words (e.g. MicroTards, Freetards). The blog provides a little window into Steve Jobs’ psyche. Well okay, maybe not, since it’s actually being written by a Forbes magazine journo, but wouldn’t it be cool if it were the real Steve Jobs?

FSJ may not be the real Apple CEO, but Jonathan Schwartz definitely is the real CEO of Sun Microsystems, and his blog is an excellent example of great blogging. Jonathan posts about Sun projects that he finds exciting, and technology trends that he has an interest in. As a top-level industry insider, Jonathan makes you feel like you’re getting a unique perspective on information technology.

In the past I’ve held up science teacher Steve Spangler’s blog as an excellent example of business blogging, as well. Steve’s blog helps establish his expertise and showcase his brilliance, which keeps him busy in his various adventures. If you like science and haven’t visited Steve’s site yet, you’re missing out.

What are some of your favorite examples of passionate business or marketing blogs?