Who's blogging?

Today blogging is part of your brand as a professional. It's the way you create reputation and credibility among experts, peers, and customers. A good blog requires a steady stream of original content, since no one wants to read lightweight reprocessing of someone else's content.

That makese blogging a great opportunity for the self-employed and consultants which live on selling their original content. The second group of bloggers are the executives and (semi)-official spokespeople of companies. Jonathan Swartz of Sun and Matt Cutts of Google come to mind. They use blogs to take position, or pursue PR agendas which provides content in itself.

The one group that remains constrained is the large crowd of knowledge workers (or information workers as MS labels them), which have a lot of original thought, yet have to be careful not to get entangled in confidentiality constraints with their employers. This may in fact be some of the better content, as it's less biased by agenda but rather a desire to share. Yet it remains offline.