As his audience changes, so did his approach. And his regular readers are complaining. If the business blog becomes impersonal, nothing more than another marketing tool–see Steve Goldberg’s complaint on this topic in his guest blog on HeartatWork–it has defeated its own purpose and sold itself down the river.

Check out the ideas below and use them as a guide to help avoid those mistakes when you start your business blog. Scobleizer speaks:

“Sebastien Lambla was IM’ing with me tonight. He was at the blogger dinner with Chris Anderson and Don Box and a few others in London the other night. He asked the folks who came to the dinner a couple of questions:

“Who here reads Scoble?”

Every hand went up.

“Who here enjoys it?”

Far fewer hands went up.

Sebastien’s theories? “Your blog is more of a marketing blog and not of the old Scoble and it sounds sometimes less personal.”

That got me thinking and I wrote down these excuses:

1)I’m reading too many feeds. It’s overloading my brain and I’m not able to focus on any one issue the way I used to.

3) I have even more internal pressure going on to be perfect. In the old days, no one read me except for a small group of people. Now Fast Company and Business 2.0 are doing articles on me. Makes me a bit more self-aware.

4) I have too many audiences. I know execs are reading. Coworkers. Family members. Competitors. Influentials. Customers. Press. It’s hard to write well for anyone audience when you’re trying to please them all. In the old days, I didn’t have disparate audiences, I just was talking to my blogger friends.

5) Microsoft example. A lot of people inside Microsoft are looking at me as a guinea pig. A proof of concept, if you will. So I don’t want to screw it up.

6) Teams are now calling on me to help them out with marketing. Now that I’m getting a traffic flow, and that blogging is getting more and more visibility, teams are asking me for help in learning the new world. Not to mention that I’m getting invited to speak at industry conferences like Demo.

7) I really am losing touch with technology. I used to use one piece of software all day long. But now I’m doing far more, and not able to specialize as much. It’s making me lose my voice on specific pieces of software.

8) I used to only have one or two thoughts per day that I wanted to get across. Now I have dozens. Just today I had two very interesting meetings, then went out to dinner with Chris Wilson and Tantek Celik, two of Microsoft’s top people. When you’re around people of that caliber your brain gets pulled like taffy in all sorts of interesting directions.

9) I’m getting tainted. I was talking with someone about some of the problems that my readers were asking to get fixed and I asked him why he doesn’t blog and he said “I’m tainted, I know just how hard it is to do that, but people on the outside think it’s easy.” Some call this “drinking the Koolaid.” It happens naturally, even if you try to resist it. Why? Because when you talk with the people who’ve been doing things that make you mad they all have very rational reasons for why it was done that way. It makes it hard to write provocatively when you know that there are real humans you’re aiming your words at.

So, what do you hate about my blog?

In fact, make it broader: what do you hate about all the Microsoft employee blogs you’ve read?