Business guru John Jantsch (from the outstanding site Duct Tape Marketing) had this to say about what is coming next in the world of web-saavy business:
I think it's time to move beyond the notion that a blog is part of a web site, an appendage of sorts, where blog posting is done. The idea that makes blogs so powerful is that they enable anyone in the organization to easily create education based, search-engine friendly content at the drop of a hat..... fully functioning content management systems (CMS) that give businesses the power to dominate search results through massive content creation, cross purposing, and keyword-rich aggregation and filtering... Content is easily created, stored in a database, delivered to a designated page, tagged, and searchable.... I would like to suggest that a robust, group centric, CMS platform is the next wave for business blogging—but not blogging and "we have a blog"—blogging as a fully integrated web strategy. — from The next wave in business blogging, by John Jantsch
I think John's hit the nail on the head. In fact, what he's describing is the central philosophy of Firewind Productions.