IN THIS CHAPTER
Fostering a blog that can positively impact the bottom line
Working with outside writers
Writing headlines that engage your audience
Auditing your blog in ten steps
The topic of blogging deserves in-depth discussion. Blogging is one of the most powerful and versatile digital marketing tools at your disposal. You can think of your blog as a home for content of every type, including text, graphics, audio, and video. Functionally, though, a blog is just a tool that helps you manage certain pages of your website.
The power of a well-executed business blog lies in its capability to generate awareness for your company, brands, customer-facing employees, products, and services. When done right, the business blog becomes a critical part of your marketing mix. If done improperly, however, a business blog can become a frustrating, time-consuming chore that gives you zero return for your effort.
Although you should always keep the customer journey in mind, the main purpose of your business blog is to create aware and engaged prospects who eventually ...