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The questionWhat to tell your ceo when they ask: "why do we have a blog? Isn't that a bunch of musings from one of our staff?"

The answer:

"Oh man, I hope not! If it is… you might want to have a little talk with that guy. A blog - which is just a group of content - can be a huge asset to any organization who is willing to take the time to invest articles, videos, infographics or other forms of information. Blogs are awesome because they are like a learning center for your customer so they can get answers to their questions before they even talk to sales. It's a huge marketing asset. We can also use the content in the blog as part of the customer's journey in awareness all the way down to decision - and nurture them until the conversion. From commonly asked questions to thought leadership, all of the content produced in your blog should match the most commonly used keywords so Google can pick them up and you can get more website traffic. So, it's not a personal journal, it's your website's best friend."

 

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Jennifer Bailey

Written by Jennifer Bailey

Enchantress of marketing strategy, digital development and creative spell-craft at Story Collaborative. Among rolling green hills and peaceful forests, an enchantress lived a quiet life surrounded by children and nature. But this enchantress was just as comfortable in the wilderness of the internet as she was in the wilderness of rural Virginia. With deep roots in digital marketing, Jennifer Bailey has 15 years of experience in cultivating organizational growth through conversion optimization, web development, search engine optimization, content development, and social media.