Outside of the blogosphere’s echo chamber, most people who want to publish a page on their intranet at work are still stuck asking a geek down the hall to make the changes, and then waiting 3 weeks for it to happen, and another 3 weeks for the fixes for the mistakes in the first update. Those people deserve a tool as powerful and simple as blogs, if only to help preserve their sanity. And just maybe, some of those people will start to think “Hey, there really is something interesting about blogging.”
Having an easy way to publish to your website is critical, and overdue. There is nothing more painful than knowing exactly the small change you need to make, and being a prisoner to an engineers schedule, believe me I know.
That said, I would hate to see blogging — short form diary-style public personal unedited musings– become a synonym for content management or publishing. Too often corporations put up a “blog” which is heavily edited and very much the party line, and the only thing it has in common with blogs is length. And sometimes not even that.
Corporate blogging is a huge opportunity for companies to speak to their constituencies in honest, informal terms. Let’s not let them think they can buy a tool and get instant credibility.