I do think, though, that thinking about your audience is really important. When we first launched the Viget blog a few years back it was hard for us to achieve one of our main goals: to share with our peers what we knew / were learning along the way.

Having web designers post about mood boards one day and then developers post Rails code samples the next day made it hard for people to get a sense for whether they should be reading or not. We didn't get much traction. So, last year we stepped back, thought about our audiences, and launched 4 separate blogs — one for each of our services areas — that were all about the audience we were writing for. That gave us the freedom to make the main Viget blog more about our company. It's worked out really well — the community of peers that engage in discussions around our blogs posts has been great.

This is somewhat unique to us because we do a lot of things at Viget, but I think it's something that more companies will experiment with in the future. As companies work to share knowledge / lead thought, thinking about who they're communicating with and focusing accordingly is important.

We're extremely lucky at Lijit because we're supported by people who understand why our company needs to be blogging. For us, it's a no-brainer. I talk to people all the time who see the importance of having a company blog but can't convince their bosses of that fact.

At Lijit, I'm honored to be the curator of our company blog because I think it's an excellent reflection of who we are. Thanks for all your help in making it what it is…and for the new Twitter followers?

And I love it.