You (should) already know that your blog isn’t just another channel for sharing press releases and promotional material. You should be using your blog to share content that will be of value to your readers, and you should be using your blog to draw attention to members of your online community.
Too many online communities have blogs but don’t use them to their full potential. As a community manager, you want to bring the community to your blog. Write about your members; talk about the great things they’ve done. Link to their websites and get your members to submit content.
Just Epals is a website dedicated to helping people make friends, so the blog offers advice on how to make friends. It needs to start sharing community news and talking about specific members who have made an outstanding contribution to the community.
Insomnia Land is an online community for insomniacs, so the blog shares the latest news and information about insomnia. Members of the community write product reviews and have their creative work featured on the blog.
These two blogs (for online communities I manage) rarely share promotional material. Instead, the focus is on providing value and talking about the community.
Your blog isn’t a place for churning out self-aggrandizing promotional material, or for talking about yourself.