Blogging Collectives
This question is more towards individuals or organizations that hire bloggers. While the tend seems to be towards hiring a single individual, would there be interest in hiring collective groups to fill that role? Blogvertising agencies if you will? The cost would be the same (or less), but these companies could provide for your social networking needs as a corporation.
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David E
Consultant, Websites and Blogs, Entrepreneur, Wifi Telecommunications MyLink500 davidlinked@gmail.com
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There sure is a market for content on blogs. Hiring a team, why not as long the bloggers are competent in writing about the main theme of the blog.
A team would greatly help when one blogger is sick and not available to blog. There will have to be a head blogger to lead the team.
Some clients may want blogvertising and others may want industry news. A team would also be extremely useful when a company does not have its own in house pr / writers.
I think it is a very interesting proposition if the content is top notch. The issue with many company blogs is keeping the content up to date. The subject matter experts are often not writers or are too busy to write. Finding a way to keep content fresh is always an issue. I would want to know how the hired guns would unlock the information in our expert's heads and if there is an ROI vs. an internal blogger or team.
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Ian L
Lead internet marketer, ringer of Internet Cash Registers, President, Portent Interactive
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You have to be very, very careful about 'blogvertising' (great name). The blogging world is very sensitive to blogging with a commercial agenda.
If you do hire a team, just make sure that their motivation for writing goes beyond traffic generation. They need to write genuinely useful stuff. If there's even the slightest whiff of promotion you'll likely see a backlash.
David T
Digital Marketing Director @ Catalyst Direct.
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Blogs are generally of two forms:
1) Original (primary source and secondary source) content
2) Links to other content
In the second case, the blog is actually NOT a traditional "secondary source" because it's not generally a rewriting or new interpretation of primary sources. Instead, it is the filtering, selection, and presentation of links which provides inherent editorial perspective. That is, a major "product" of that type of blog is POINT OF VIEW.
Point of view comes from personality, and personality is something that definitely shines through on a blog quite well. (witness kottke.org)
So... my recommendation would be that the first type of blog (original content) is highly accomplishable by a team approach, but the second type will be successful only if it has a singular (as in "single person") perspective and point of view. Singularity isn't impossible to produce with a well coordinated team... but it aint easy.