Blog channels are a natural fit for established brands with an already robust audience. All that’s needed is to identify a niche worth exploiting. In Allbusiness and Ducttape’s case it small business. With Yahoo! it’s health.
Finding bloggers is not a problem, even if your intent is not to pay them a stipend or salary. In my case, I blog for Allbusiness for the reputational equity and notoriety it gives me. I get more traffic from this blog than any of my other blogs combined. (I don’t know what that says about my other blogs. Heh.)
Blog channels help to maximize your reach, further establish your brand, and provides your site with frequently updated credible content giving your readers even more of a reason to visit your site. In fact, I’d go so far as to say if your site already has articles by contributing writers, it might be worth converting those columns to blogs, similar to what About.com did a few years ago in transforming its CMS platform.
Blogging platforms like Movable Type, WordPress, even Typepad make the technology very amenable.
If you have an already established site built around a particular niche, consider adding a blog channel. It’s obviously a blogging wave of the future. Best to get in ahead of your competition.