Our blog, Sprout Social Insights, uses a team of writers to keep the content flowing and provide a range of opinions, but one editor keep the voice and quality of posts consistent. We also occasionally have guest posts from other parts of the company to mix things up. I think it’s a good approach because it doesn’t place all the writing responsibility on one person, but does allow for a unified voice and some blogger recognition.

Brittany Morse | Sprout Social

I think I’ll go with multi-authored blog (for corporate blogs), as it can make every necessary processes in blogging much faster, plus it’s also a good way to scale the ability of the establishment to showcase their expertise from different sectors of their organization (will actually be writing something related to this, I guess I’ll be linking to this post for a more comprehensive explanation of this area).

Our core topic is internet marketing, and the audiences are potential clients and industry peers. It doesn’t take too many web developer posts to demonstrate to potential clients that we’re competent in this area (since the posts aren’t too accessible to someone outside of development) but we get to take advantage of pros like building a team of experts and more hands on deck.

I also feel that, as your core bloggers gain prominence, the occasional writers gain a lot of authority by association. For example, there’s a few people at SEOmoz that only rarely post on their blog, but I go in assuming they’re an expert once I see that they’re on staff.