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We run guest blogging program for our clients and I always speak of blogging being the 'mothership' of social media. It's clearly difficult or sometimes impossible for many brands to create constantly content that adds value to readers. They often fall in the trap of creating inward content.

We speak of the 'constituents voice' as the guiding principle when we augment their social media presence. Key is indeed as you say, to plan well the content by representing all constituents. We even use the personae as part of the content strategy.

If a company start to do it themselves, they clearly need to set up some kind of a 'blog club' across departments and event with customers/partners. Becoming a media business is a huge task...

I've just stepped out after presenting an Adobe eSeminar on blogging, in which I was stressing the need for good content.

If the organisation is a technical one, they will likely have technical writers, these people specialise in producing good content, engage with them!

Ideally the blog would be written by several members of the company. Usually (hopefully) the CEO is the most visionary, passionate, articulate and expressive member of the company, but there are some excellent blogs that come from technical experts as well (Matt Cutts of Google, for exammple).
Marketing can offer support in proof-reading, SEO and strategy. But it's always best when a blog is coming from the heart of those who know the subject best.

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