Chapter 23. Creating a Company or Product Blog

As noted in the previous chapter, there are two aspects to blog marketing—running your own company blog and promoting your company and your products to other bloggers. This chapter focuses on that first of these—creating a blog to promote your company, your brand, or your products.

Why Create a Company Blog?

Before we delve into all the details, let’s re-examine the fundamental question of just how a company blog fits into a company’s marketing mix. Do you really need to blog—and if so, why?

There are many distinct advantages to creating a quality blog for your company, brand, or product. In general, however, a blog provides an efficient way for you to communicate to customers and potential customers ...

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