An oldie but a goodie:
Blogging is free. It doesn’t matter if anyone even reads it. What matters is the meta-cognition of thinking about what you’re going to say. How to you explain yourself to … whoever’s going to look at it? How do you force yourself to describe in three paragraphs why you did something? How do you respond out loud?
From a personal development basis, this is about as spot on as you get. When he was my editor of the Blog Herald, (Dr) Tony Hung often told me that a person’s insight and analytical tools are like muscles. In order to make them stronger, they have to constantly worked out. For me, blogging marketing and communications allows me to work out my insight and analysis. I want to do more of it.
The problem arises when organizations see the benefits a blog can have on one person’s reputation and want to scale it for the reputation of the organization. You can have multiple authors but they all have to committed to and accountable for the success of the blog.