When you're building your online marketing presence, are you thinking about your corporate appearance?
Due to the distributed nature of inbound marketing, individual efforts can easily feel "disconnected" from others. The person writing your Tweets might have little to no contact with your blogger, and neither might have any involvement in art and media direction.
Without policies in place keeping your various content creators "on the same page," it's easy to create a slapdash online presence that feels like a dozen people made it. You need the appearance of cohesion to create a unified corporate image.