Lots of companies have a blog. Lots of companies think they have a lot to say. Once they have one in place it isn’t always utilized effectively or the content is not as meaningful as it needs to be. So, it is great when a company really embraces their inner writer and publishes posts daily, if not multiple times a day with rich and meaningful content. Such is the case with Emirates Team New Zealand and their blog.

With the America’s Cup World Series recently wrapping up and the ETNZ Team taking fourth overall, there was reason for celebration, fanfare, and spreading the news. So much so that we had to revisit how we were treating the homepage of the blog. Prior to the update we simply had the latest blog post at the top of the page...