Why do corporations favour special interest topics for their blog experiments?

Past studies on weblogs and the blogosphere have indicated that reputation building is one of the most important motivation for individual bloggers. In our research we argue that corporations should include weblogs in their communication matrix for the use of reputation building. Therefore we propose the use of special interest topics in weblogs as an effective way to create suitable and remarkable attention. The central research question is which types of special interest weblogs can be identified in that context to be successful. Furthermore it is of special interest in which relation the content of those blogs is associated to the core business of the company.