Corporate Blogging For Beginners

I've written an article on corporate blogging for the Danish Kommunikationsforum, a site with 50.000 visitors per month. While I on this site mostly try to relate to people that at least has heard of blogs, that piece is written for absolute beginners.
(Yes, that's needed is Scandinavia.)
Perhaps the article could be used as an up-to-date summary to put on your boss's desk...?