What should you be writing on your company blog? First, I believe that one of the best things that everyone should be doing is reading the publications that your customers read.
Gather those together and have a year of their tables of contents up on a wall someplace, and look at the trends that are being consistently being talked about through published trade media for your particular industry. Those trends tell you what you should be blogging about. You can simply commentate on the industry. So if you go to the industry conference and hear all of the issues as they're brought out, you can sit in the back of the room and blog about those kinds of things and create tremendous value for the industry.
In fact, I have actually seen conference sessions where people in the audience were typing wirelessly or over their cell phone, watching the key blogs in the industry. Of course these are technology conferences, but watching the key blogs comment on what they're hearing in the session. I have seen the room erupt in laughter, and the speaker in the front is clueless as to what they are laughing about. And what everyone is laughing about is that someone who is sitting in the back row just blogged something that made fun of what the speaker just said.
For more great ideas on how to make blogs work for your company, read "Business Blogging Results."
http://101publicrelations.com/bloggingresults.html?utm_source=prideas&utm_content=business_blogging_results