You've opened up a blog site and told everyone on the Exec team to go ahead and blog. Now, weeks later, the blog is still pretty empty. What's missing? A corporate blog, like everything else in the corporate world, needs a value proposition.
Before you even open that blog, there are a lot of questions that need to be answered honestly.
Is it really a good idea to have a corporate blog?
Is sharing information likely to help or hinder your business?
Is there a culture of sharing or non-sharing in place in the company? If so, how did that culture arise and what are logical ways to shift that?
Once these questions have been answered, you're going to have to get through the next set:
Why would someone want to share information on that blog - tell them why.
How does someone share information on the blog - tell them how.
What kinds of information are sharable - tell them what.
Who can share information - tell them who.
Until there is a clear, concise incentive/value for people to share information on your corporate blog, they're just going to go about business as usual.