This document discusses how to create an effective corporate blog. It covers why companies should blog, how to write blog posts, the importance of headlines, and using calls to action. The key points are: companies should blog to help their audience and drive people to take desired actions; posts should be in formats like opinions, how-tos, lists or research; headlines need to be useful, urgent, unique and specific to attract readers; and each post should include a clear call to action and offer value to encourage continued engagement.