Strategies for Creating a Compelling Blog

It’s important to define your organization’s intentions for creating a blog. Determine what type of information you’re going to include, why you’ll include it and who it’ll be targeted to.

“Think it through as you would any other content source,” she says. “You certainly wouldn’t decide ‘I’m going to do an e-newsletter’ just for the sake of doing an e-newsletter. A blog is basically the same thing. You should define who it’s for, what it’s for, who’s updating it, how long it’s going to take and all those organizational thoughts.”