CHAPTER 11Corporate Blogging’s Most Common Questions
Let’s tackle some of the common questions about business blogging. While a quick search on any of these questions would serve up thousands of opinions, we will offer the most practical and actionable options.
WHO “OWNS” THE BLOG?
This is a contentious and emotional debate at many companies, and it usually comes down to Public Relations versus Marketing.
Responsibility for your blog lies with the people responsible for communicating the business’s story to its customers. Most blogs are used to try to create an action among the readers, who are potential customers, and that sounds like a marketing function.
It’s less important who actually does the writing. Many employees and departments can ...