Show everyone that you are an active company that never stops. This is not a part where you should brag about your accomplishments as a company, but rather focus on keeping it personal.
Example of topics:
Present new employees
Updates from social events (ex. Monday meetings, kick-offs, fika etc.)
Present extraordinary events (ex. Team finishing a great project, take a picture, write a line and make them proud of them self)
With this channel you will be able to reach your employees ex-colleagues or study buddies.
NOTE 1: The blog is optional
NOTE 2: You do not have to update your blog as often as you might think. 3-4 times / year is enough. Something is better than nothing!