Organizations and teams create content, and lots of it. Much of it sits in documents, business cases, formal reports, policies and document repositories. It's generally difficult to locate and even harder to apply to the decision-making process.
Blogging represents a new, much more dynamic way to create and share content, and thinking. It's widely used in non-work situations so applying it within the work environment is the next logical step.
Its key advantages are that it is easy to launch and create a blog which can then be opened up to anyone in the business by invitation, or taken organization-wide at the press of a button.
Imagine Executives blogging about a new strategic direction, or market opportunity. Imagine projects teams giving an honest view of where the project is at, and how the team is feeling.