Most company blogs do not die of bad writing. They die of a missing slot in the week — the hour that was supposed to be for the blog is quietly spent on something with a deadline.
The pattern is always the same
Three posts in the first month, one in the second, none in the fourth. The archive page becomes an argument against the company rather than for it: a visitor sees the last entry is from eleven months ago and draws a conclusion nobody intended.
A stale blog is not neutral. It says something about the business, and it is never the thing you wanted said.
What actually keeps it running
Not enthusiasm. A schedule that does not depend on enthusiasm.