First and foremost, define the purpose of your corporate blog even before you start writing the first line. What is the objective of this blog? Is it about awareness? Is it intended for you to share knowledge with the community? Is it there to show that your corporation and its experts are particularly good at something? If you are able to answer any of these questions, then you should also know what and how to write in it. Of course, it is possible to maintain a blog just to talk about the weather. But at the end of the day there are very few chances that this is going to benefit your corporation. Eventually, not only will this make your blog ineffective, you may also run the risk of losing your management support. It is particularly advised to target your blog as if it were a standard information vehicle, through a carefully chosen niche strategy.