I saw a post over at businessblogs.us which warns of the risk of a corporate blog turning into a splog, a blog that's just plain spammy.  Quoting the author:
Because sometimes corporate blogs and the bloggers that write them are very short sighted. Writing every blog post as a sales pitch for a product or service. Ultimately becoming one big spam blog. Which does just the opposite of what it’s supposed to do for your readers. Instead of turning them into loyal customers, it sends them back to the search engines to look for what they really came for.
This is a valid point.  One of the danger points for blogs and business is treating each blog post as a chance to make a hard sell.  People are smart, and they can sense when they are being sold to.  People are repulsed by this in real life, so you can imagine how well it works when a relationship can be terminated with the ease of clicking on the Close button on a web browser window.

The author asks the reader who is in charge of his or her corporate blogging initiative and argues that it should be in the hands of the customer service team, not the advertising folks.  Here at Compendium, we take that approach one step further, giving every employee an individual blog.  That includes sales, marketing, client success, and even the techies like me.

I do my share of talking about the ways our product can address a customer's needs, but I also spend a lot time talking about other things, such as current events in the technology world, issues that arise in the blogging community, and matters that impact the development of our application. 

It's my goal that someone stumbling across my posts will realize that the people involved in development are dedicated to building a reliable and usable product.  We're not just selling software as a service, we are selling a culture and a team that will help meet our customers' goals.