> If you leave it to the engineers to write about interesting things, and get the approval process out of the way then you might put up something of interest to engineers.
True, but there's also a good chance that you will get something that provides no marketing value, or employer branding, or sales value, or any kind of value whatsoever. Sure, you get an interesting blog post, but why should a company pay its engineers to do that?
IMHO, good corporate blogs happen at the intersection between marketing and engineering. If the process is skewed too much towards one end, what you get is rarely worth it. There are exceptions (there are plenty of people doing marketing, or engineering, whose vision exceeds their own department) but they're very few. Most companies can't afford them, and those that can often fail to attract them.
True, but there's also a good chance that you will get something that provides no marketing value, or employer branding, or sales value, or any kind of value whatsoever. Sure, you get an interesting blog post, but why should a company pay its engineers to do that?
IMHO, good corporate blogs happen at the intersection between marketing and engineering. If the process is skewed too much towards one end, what you get is rarely worth it. There are exceptions (there are plenty of people doing marketing, or engineering, whose vision exceeds their own department) but they're very few. Most companies can't afford them, and those that can often fail to attract them.