Technorati, at one time the go-to place to locate popular blogs by topic, is planning a strategy that will pit it against the industry it once attempted to organize and aid.

The company is now in the process of hiring writers with the objective of creating its own content site, according to TheNextWeb, which published a letter discreetly sent to bloggers last week:

Become a Technorati Writer!

Technorati is entering into the next phase of our evolution: original content.

Beginning in October, Technorati will feature original content on the site written by bloggers just like you! This is an amazing opportunity to give your writing vast exposure, become known as an expert in your field/s of interest, and to join a vibrant writer community.

Users are then invited to "get in on the ground floor" by registering on Technorati's Contact Page." The "Message Type" drop-down has a section labeled "New: Technorati Writer Signup."

In July, Technorati partnered with Sawhorse Media to launch Twittorati, "where the blogosphere and twittersphere meet." The effort possesses a "too-little-too-late" air among those that felt Technorati could have owned the real-time search space long before Twitter's existence.