This post has been updated in 2019.
How often does your executive team take stock of the company blog, and determine how it is helping to increase business?
This is not an easy discussion for many B2B companies.
I have a confession to make.
I am bad at math. Like, really bad.
Some people can do fast calculations in their heads and they almost always get it right. I’m the fool who has to dig out his calculator app or write out the equation on paper to keep from messing it up. I used to be embarrassed by this. Not anymore. I have a few gifts I was born with, and math isn’t one of them.
Based on my skills, no business would ever want someone like me managing their books, so why do so many of them insist on using bad bloggers?
Everybody and their mother has a blog. The dog probably does too.
This is something all marketers are painfully aware of, especially the ones just getting serious with inbound. If you are getting lackluster results, it’s easy to look at the mountains of content people dump onto the Internet every day and ask: “Why am I bothering with this?”