I agree with PatprecisionE. You do need authentic content but there's no point in having it if it doesn't drive any traffic.
Once you have a blog, social media accounts and perhaps a newsletter should be used to share that content so people can interact with it.
Tips for the blog itself:
- don't try to forcefully sell your products/services
- offer content that is of use to the reader, doesn't bore them & is entertaining to read
- it should be something related to your area of expertise but different (eg we are an IT company but we blog about tech & gadgets). An example of an ar/ticle in our blog - how not to overpay for cables, keyboard shortcuts, what to do when you forget your phone at home, etc.
Remember this is a way to show off what you know and to give your company a tone of voice.
let us know how it goes