The document outlines 8 steps for establishing a successful corporate blog: 1. Do research on existing blogs and competitors. 2. Re-think blog goals to attract, engage, and extend content beyond the website. 3. Establish clear goals such as desired reader actions and conversations to drive participation. 4. Understand the commitment of regular, relevant blogging to build an audience over time. 5. Choose the right blog type aligned with goals such as employee, executive, product, or thought leadership. 6. Start blogging on a platform like Wordpress and experiment with different content. 7. Promote the blog through various means to engage readers and increase traffic. 8. Measure success based