I am coming across more and more boring corporate blogs. The blog posts consist of new hire and promotion announcements, new products and product upgrades, contract awards and similar fare. The prose is written in the style of classic impersonal corporate press release.
These blogs would be interesting to prospective customers checking up on the company, reporters who were looking for background and similar readers.
In other words, these blogs provide useful information to individuals trying to find out more about the company.
These blogs also help with search engine visibility by continuously providing fresh content.
There is a great deal to be said for "good enough" business writing.
To have a truly excellent blog, the kind that drives traffic to your web site and establishes thought leadership, you really need to work at it or hire an expert. But to simply communicate your news and enhance search engine visibility, good enough is good enough.