Knowing your blogger type and what type of blogs your company uses for marketing will go a long way... understanding the value marketing can contribute by using blogs.
In his new book titled Blog Marketing, Jeremy Wright identifies seven types of bloggers:
The Barber: knows the right people and wisdom
The Blacksmith: like the Barber but works inside a company
The Bridge: makes connections
The Window: inside company but also talks about things outside the company
The Signpost: points out cool things of interest in his/her industry
The Pub: creates discussions to bring in people
The Newspaper: reports on news and happenings like a journalist
What type of blogger are you? And which types are most likely to achieve your marketing objectives?
If you know why you are using blogs, you will know what type you need.

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Roy Young is coauthor of Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence and Business Impact.