I Want To Speak To The Brand Manager...
From ClickZ's Ads on Blogs, Blogs as Ads, Part 2 today: "If you don't have access to a continual stream of information relating to your company or the product you intend to promote, implement a periodic e-newsletter. Blogging isn't for you."
True - if you want a blog to publish information relating to your company or the product you intend to promote, blogging certainly isn't for you (why?). It doesn't matter if you have a continual stream of information or not.
This quote highlights a common misunderstanding of blogs as a marketing (or even advertising) channel. Blogs might develop that way, who knows. For now I think we can say - a bit incisive, I know - that you're better of talking to your Brand Manager than your Marketing Director about blogs. Or why not the HR- or CSR-directors?
At least if we're really talking about blogs. RSS and the ability to syndicate content of any kind, well, that's another story. Steve Rubel has interesting ideas about that.