CHAPTER 13Unlocking Content

It’s true. Content is king on the social web. It is the catalyst that makes things happen and ultimately creates business benefits.

Your blog requires a steady supply of excellent content to thrive and survive. This can become a burden if you don’t have a game plan for creating the right blend of content for your business blog. Your content should attract new visitors, establish rapport with your readers, educate readers on your approach, and establish your expertise and leadership.

This chapter will provide detailed guidelines on the type of content to offer your readers. But content doesn’t always have to be original. Your company is probably a content-producing machine. Sales presentations, speeches, marketing brochures, ...

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