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October 04, 2007


Neil J. Squillante

Many people don't write well. These folks would be well-advised to outsource the writing much as celebrities do when they write a book. And some people don't have time to work with a writer or would do more harm than good if they did.

So in many situations it makes sense to outsource -- especially larger companies, which often ind it difficult to to write about anything other than their own products or respond to criticism in a genuine rather than artificial manner.

The best blogs don't limit themselves editorially. That's the real secret to building an audience -- must-read content published daily. Who writes it is largely irrelevant unless they're a celebrity or well-known expert.

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