Today’s guest post is by Jessica Valenzuela.

It’s fairly indisputable that thought leadership is good for one’s brand.

In today’s digital world that thought leadership can come in many forms: Regular, thoughtful tweets, LinkedIn group involvement and engagement, and Facebook posts and sharing of news; bylines on popular sites, corporate blog posts that go beyond naval-gazing, executive Q&As, and much more.

For organizations with varying levels of resources these represent major investments of human capital as it can take a good chunk of time to put together valuable content.

Two of these tactics that are oft compared and debated are: Writing articles for your own corporate blog versus writing them for other editorial sites.

At Taptera, our approach has been to do a bit of both, as well as get organized with an editorial calendar so anyone writing copy on the organization’s behalf has access to it.

Below is a pro and con list for each, as we see it, that will help inform other organization’s decisions. (more…)