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LiSa SHePHerd

Blog Strategy
Before you commit to a blog, review your marketing
strategy—your blog must be part of that strategy. You need to
have a specific target audience in mind and know what kind
of content that audience is interested in. Keep in mind that the
vast majority of content on your blog must be relevant to your
target audience and your chosen topic.
Also at this stage, decide who will write for your blog. Anyone
in your company who has knowledge that is valuable to
customers and prospects is an option; this includes customer
service reps, consultants, engineers, technicians, marketers,
and/or executives. While your blog should be maintained
by the marketing division, there should always be posting
opportunities for anyone who has something interesting and

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© 2012 Lisa Shepherd