If the purpose is to target your customer (in B2B or in B2C kinda businesses), then your posts should focus on issues, concerns or interests that your customers have.
But if, your objective is to enhance the brand value of the company then, you should write about things which generate that brand value; it may be your corporate ethics, or your new social initiative or may be the employee engagement you fostered in your organization or it may be the quality focus you have in your organization. But, generally it is mix of the two.
Blogging could also be used for internal communications purposes. Suppose you are in the process of re-configuring your current strategy, then blogging about that would provide a deeper understanding to your internal audience (i.e. your employees) on what is really expected from them on this new journey. But this form of blogging should be used with a caution; like you can make it username-password protected, so that only your employees could access it.
Similarly, it could be done for your suppliers. Or it may act as a medium for you to (justify) give emphasis to your those points/issues/decision making variables, on which you took some very critical decisions in the past. This way your target audience would your investors!
-eMarketing Insight
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