You wouldn’t expect The New York Times or The Huffington Post to only feature articles from one writer would you?
Publications like these clearly benefit from having multiple voices that can offer different perspectives and appeal to different parts of their audience. And yet, too many brands assume their content creation can and should be handled by one person.
It’s easy to fall into the trap of thinking your head marketeer or content marketing manager should “write the company blog” — broadcasting on-brand messages to the market is the bread-and-butter of their job after all. But creating and maintaining a blog that keeps readers coming back for more requires more than a single individual, no matter how dedicated and prolific they may be.