The best system of content creation is to have the key staff members whose reputations are to be built writing the blog content themselves — that leads to the most honest, transparent, and bi-directionally informative information exchange. However, sometimes those key staff members simply don’t have the time, inclination, or writing talent to create that content. In that case a content creation system and methodology must be put in place:
- Hiring or assigning professional bloggers or staffers with good writing abilities to produce the content under their names or
- Establishing a ghost-writing system where topics are suggested (by the writer or the key staffer), concept outline given by key staffer, posting written by the professional writer, posting edited and approved by key staffer, posting proofed by editor (optional), and article posted.
If this route is taken, there are workflow blog softwares that can be put in place and set up to manage this process.