While agreeing that not every company should blog, there must be a middle ground between corporate sites updated once in a while, and daily blogging. If upfront about it, you can get away with weekly posting, or even erratic posting a couple of times per month. But if you’re going below a few times per month, you’re no longer in the blogosphere.
Blogging does not come free, but you should be doing a lot of it anyway (researching, monitoring). The marginal cost of blogging is well below its total cost.
Blogging is not for everybody. For companies, not only must you have something to say, but also there needs to be a need to reach out to the blogosphere (a big question for many niche companies) as well as a relative absence of risk from exposure.
