Businesses usually use their blogs for product announcements and company culture posts. But the power of the blog is far stronger than those uses.
Many companies can’t afford to get airtime on tv, or even print in a local newspaper. When there are things they want to say that relate to the image of their company, a blog provides a professional yet casual space to talk candidly. A current case of this in practice is the Yelp blog post in response to a aggressive article published by the the East Bay Express. What’s great about the post is the professional but personable response by the CEO, that included the link to the slandering article. He was comfortable talking to his users, and wanted to express the opinion of Yelp in response to the article.
When writing for your company blog, don’t forget that it’s more versatile than you think. Talking about company culture and product news is great, but use it as the entire voice of your company, not just those two points.