Make it measurable
There is no point at doing anything if you are not measuring the success of its results. When starting an internal corporate blog, you need to make plans, and you need to point out the goals. That will make this form of internal communication taken seriously.
“There should be at least one technical paper written every week” can be a good start, but remember: your employees have their everyday tasks already.
“We should focus on ‘some topic’ this month (or any other time span)” is probably a slightly better idea. We suggested that you write down topics your internal blog should process, so now it’s time to make an ordered list.
If some topic is too wide, divide it at sub-topics, and delegate more time on each of that subjects.
Measure it regularly
Sure, you need to know the numbers, like how many people read any of the articles, or how many times was a single article read.
But, more important question that needs to be answered is: Did your employees really get the message? Was that professional article written to be easily understood?
The easiest way to measure an effectiveness of internal communications is a good old survey: do it before and after each month (or when you close a chapter on some topic), to determine if key messages have been properly transferred.