Very good post on corporate blogging on Alan Gutierrez’ blog.
Here’s a key bit from the section I liked best:
Does your firm do anything that makes for good television? Anything that is steeped in technical lingo, particulars?
Give a blog to the team that crash tests your automobiles, or conducts the taste testing of your snack foods, or the people create and record the voices of your cartoon ducks. Set them up like English Cut, or the new Horse Bliss. Create a blog where your employees can regale readers with stories of the know-how and history that makes your firm special.