Please don't anyone take this the wrong way - this idea is not aimed at any specific blogs or blogger, and I know there is a lot of great blog content which a lot of people put a lot of hard work into - but my idea is that blog items should be required to meet defined editorial standards in order to be approved by Giffgaff.
This approach should help Giffgaff to present a professional image.
Blog Editorial Checks which I can think of (for starters) could include:
A brief mention of relevant background expertise of blogger - not necessarily a full bio and fine to use a pseudonym, but establish credentials to write on the presented subject
Originality and avoidance of any blatant plagiarism
Objectivity and balance - or failing that a clear indication of writer bias and reasons why
Web links provided where appropriate
Ensure any web links indicate clearly where they will link to before clicking them
Reviewing something? List key alternative products and explain clearly what are the benefits and downsides of the product vs the competition
Effective use of Graphics
General proof reading for any obvious content errors
Clarity of presented information
Total Word Count and conciseness
Avoidance of Text Speak and obscure acronyms
Correct use of upper/lower/title case.
Effective layout with appropriate paragraph breaks
Any others? Perhaps those more experienced in writing blogs may be able to suggest improvements to above list...
I understand blogs are currently submitted and vetted - but I would argue the process could be tightened up - standards seem to vary somewhat.
After all - the blog section is a very prominent part of the Giffgaff web site - and may constitute a large part of Giffgaff 'first impressions'.