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Over the past decade, the blog has morphed from a personal diary into the most dynamic element of a website. It, or a manifestation of it, now constitutes the core of every brand website in the world.

Blogs have become so mainstream that creative types will do anything to avoid calling it a blog: "It's a magazine." "No, it's a newsroom." "Eureka, it's a journal!"

People, listen up. It's a blog. And no matter what name you give it, the corporate blog is the backbone of your brand messaging.

And it requires constant upkeep of plugins, features, images, tune-ups... oh, yes, a proliferation of engaging content, too.

That's where the contributor model comes in. For organizations, the blog is no longer the voice of one person. It's the voice of many telling the story of your brand.

The persona of the blogger has evolved, too (though some may still be creating content in their underwear). An authoritative voice—with online influence in your vertical—is essential to the reach and amplification of your content.

How do you juggle the demands of keeping your blog current and on message using the contributor model? Start with these four fundamentals.

1. Hire a blog manager/editor with mad skills

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image of Lisa Kasanicky

Lisa Kasanicky is a seasoned writing and communications professional who has been crafting creative, audience-driven content for 20+ years. She is author of The Complete Idiot’s Guide to Girlfriend Getaways and creator of AZSpaGirls.com, a guide to all things spa and beauty.

Twitter: @azspagirls

LinkedIn: Lisa Kasanicky