I am preparing some training that I am about to give to a groups of one of my client's employees who are about to begin posting on the company blog. I know the question, "What do we blog about?" will come up.
Steve Rubel at Micro Persuasion has a great piece on this very topic. I think he does a better job than I have done. I disagree though that Google is a better choice than an RSS reader. I scan a couple hundred blogs a day using Safari on my Mac and it is quick and painless.