The Washington Post has advice for corporate blogs, many of which are dry and dull: "Repositing marketing materials on a blog is a waste of time," said Rebecca Blood, author of "The Weblog Handbook: Practical Advice on Creating and Maintaining Your Blog." "I would advise them [corporate bloggers] to just stop right now. Those materials already exist. The blog that is powerful is when it is real."
So there you have it – keep it real people.