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Blogging to Drive Business: Create and Maintain Valuable Customer Connections, Second Edition by Eric Butow, Rebecca Bollwitt

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7. Who Will Write the Blog?

A business blog requires passion and dedication. After all, you must produce quality content on a regular basis. In companies of any size, finding someone to manage this task can sometimes prove difficult. Some companies assign responsibility for the blog to an existing employee or department, making it everyone’s responsibility but moderated by a single individual. Other companies hire someone to specifically handle their social media strategy and profiles.

Writing from Within a Company

A common question asked when companies consider starting a blog for their business is this: Who will author it? Companies have several options for this, but the optimal scenario under any option is to find someone willing to take ...

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