Few of the billions of people using computers wait breathlessly for the latest driver
updates for their video cards, but almost all users of Six Apart??™s Movable Type publishing
platform are tuned in to the latest updates of the product.1 (And the Six Apart team has
its own series of blogs discussing these very updates.) Similarly, most car owners don??™t care
enough about their manufacturer of choice to pay much attention to any blogs on the car
maker??™s website, but there exists a small niche of dedicated auto aficionados whose passion
is following the automotive industry. It is this second group to whom a blog from a
car maker should be focused.
Corporate and industry news. When a company becomes entrenched in an industry, people
look to it as the expert in its field. And not just from a product- or service-offering
standpoint, but as training ground to educate a concentrated group of employees in the
industry to create a focus point for talent.
Consider golf. Millions of people enjoy the sport of golf??”and a large percentage of them
are fanatical about it??”but the true talent of the industry, the people who obsess over the
grams of a driver and the shape of a tee, often end up working for companies who produce
golf-related equipment.
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