Time to Kill Your Company's Zombie Blog?

When pressed to explain why their company has a blog, many CEOs will admit they were either pushed by marketing counsel to create one, or believed they needed a blog because their competitors have them. Few CEOs understand the purpose of a blog, and most members of that small group are not convinced that their blog delivers any tangible value. CEOs and marketers who are currently deciding whether to establish a company blog might consider these 3 reasons to forget the idea altogether: You’re not convinced there’s a connection between your blog and your business objectives. The intranet is a graveyard of dead company blogs, representing well-intentioned, half-baked and underfunded efforts to

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