Field Notes Inside an Integrated Communications Agency

To me the goals of the corporate blog are to develop our employees as thought leaders in their individual practice areas, attract the attention of new clients, and engage current clients in dialog. While talking to ourselves is fun, I see the primary audience as our colleagues and clients.

But this is, as a whole, the blog of an integrated marketing communications company and it is a beast of many colors. We have people blogging about programming, PR, lobbying, design, and more.

In a world where there are specialized blogs that talk about the most niche subjects, how can a blog that talks about everything from Python programming to peep jousts be relevant (as a whole) for anyone but ourselves? So while search engines may pick up specific posts that may reach specific audiences, can you imagine anyone outside of Capstrat subscribing to our general RSS feed?

So I ask, is part of our strategy to get people to subscribe to the blog? Or do we want to focus on search engine pick up of specific articles?

If so, can you imagine anyone subscribing to a blog that covers such a broad range of topics (besides ourselves)?

Do we need to categorize our posts and feeds so readers can see more relevant discussion?

If so, what mechanisms can we devise to do this?