Hopping on the blog train
Our business is medium-sized and offers a line of products. We're considering adding a blog to our marketing repertoire. However, we're not sure what things to consider in our decision-making process on whether or not to do a blog. We'd like to know about others' experiences and what topics to cover in the blog. Based on requests from customers and seeing what others do, I suggested we look into developing a marketing/media kit. I have done research, but it isn't clear what makes an effective kit and whether they should go to anyone else besides prospects. How do you decide whether or not a blog is right for your business?
—Abby, marketing manager