Web logs, or blogs, are used externally by businesses for marketing and public relations. Internally, they are used to enhance communication. Whatever the goal, blogs deliver results through thoughtfully crafted text, audio and/or video. Once an audience is targeted and the business decides to build a blog, you realize you need content, and lots of it.

A recent Wall Street Journal Independent Street blog post asked "Should You Outsource Your Company Blog?", posted by Kelly Spors. My response to the question is a quick and indecisive maybe.

If you choose to write or produce audio and/or video for your blog in-house consider:

* Whether or not there is an individual/or group of individuals with the talent and skill to produce good content, whether written, audio or video on preferably a daily basis, or at least weekly.

* Whether or not there is an individual/or group of individuals with the time to produce good content, whether written, audio or video on a daily basis, or at least weekly.

* In-house talent certainly knows your brand, products and customers the best. But is their time best spent writing and producing for the company blog, or other assignments?

If you choose to hire an individual or agency to provide content for your blog consider:

* Content is not free. You might pay $20 per post, $1,000 per month, or even more, especially if you include a video or two. But again, what is the time of your in-house employees worth?

* Whether you outsource the content to India or work with a local freelancer or agency, communication is important. Be sure to explain your brand, products and customers so they are accurately reflected in your posts.

Maybe the answer to "Should You Outsource Your Company Blog?" is a little of both. I've written for a blog or two for in-house and client projects. My best results are with active clients who willingly provide information and feedback for each article. That allows control, direction, and voice to remain within the company, while assigning time consuming writing and/or production to somebody else.

Outsource a blog? Yes. But for the best results, stay actively involved.



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