Spout follows up on a post from Paul Chaney at Marketing Profs Daily Fix asking the question who should write a corporate blog: one person (create a cult) or a team (more reliable, but not such a definitive voice).
Spout argues in favor of the team approach, suggesting that this gives more touch-points into the company and a more rounded view of what’s happening. I’d say I largely agree with this. Of the six blogs we run here, by far the most successful have been those that have a team, rather than a single author, behind them. This could in part be due to these blogs generally producing more posts – and we do see correlation between posts and traffic.