Blogging in the Age of Modern Marketing
4
BLOGGING
IN THE AGE
OF
CONTENT
MARKETING
Where do you find the time to write?
What resources do you need? How do
you manage and measure your con-
tent?
Whether you are new to blogging or
have been doing it for years, over the
course of the following chapters you
will find insight regarding best prac-
tices for executing a comprehensive
blogging strategy.
Even though blogs have been around
for almost two decades (weblogs any-
one?), they've only recently been seen
as an important tool for brands. Pre-
viously considered a "nice-to-have"
rather than a "must-have", blogs are
now a proven, cost-effective market-
ing channel for driving leads and gen-
erating customers - if done well.
To become an effective blogger, you
must create strong content that's
aligned with your business goals, pub-
lish it regularly and promote it effec-
tively. But what do you write about?
