Six ideas to get your blog out of the fog

We have an extraordinary opportunity today! Thanks to Christina Pappas, a blogger with, we’re going to dissect her blog as a case study!  Christina came to me with this familiar question:

I joined my company in September of 2010 and one of my “missions” was to start and maintain a consistent blogging schedule.  I am posting regularly (at least 1x per day) and am sticking to themes that my audience would relate to.  But I cannot reach two goals: getting subscribers and getting comments.  We have 2,500 customers and only 170 blog subscribers. Why such a big disconnect? Why am I creating great content for no results?

OK, let’s start digging into the problem! What do you do when your blog is in the fog?

I’m a data guy so first let’s look at the some numbers.  Here are the page views of the blog B.C. (Before Christina) and A.C. (After Christina):

There are two obvious trends we can observe. Christina has had a dramatic impact on this blog, and something really weird happened in December to cause a big drop.

What happened over the holidays? The company has no idea. I have seen that kind of crazy data from Feedburner before but usually Google Analytics is pretty solid.  Any opinions?

Let’s look at the blog itself.

The blog design is clean, attractive, and easy to navigate. The content is relevant, timely and well-written. The headlines are strong and Christina generally punctuates her text with sub-headings and graphics to capture attention and add visual appeal. Overall, this is a strong blog.

How is Christina promoting the blog?  In a conversation with me she reported that she is:

  • Commenting on relevant customer and industry blogs
  • Engaging with potential readers on Twitter, Facebook, LinkedIn and a monthly eNewsletter.
  • Worked to get her blog posts syndicated on other sites. One of her posts received 2,000 views.

The company has also retained an outside company to try to advise her on ideas to drive more readership and comments. The consultant recommends she take two steps:

1) Cut the number of posts she is writing from five to two and spend the extra time promoting the blog.

2) Create specific industry-specific customer “personas” and tailor posts to each persona over a period of time.

OK, the blog doctor is IN DA HOUSE!  (Where is my theme music?) What should Christina do?

1) Exercise patience — First, let’s put this in perspective. Christina has increased page views on the blog by more than 100 percent and subscriptions by 28 percent in four months. Take a bow, young lady!  Building a company blog is painstaking work. Be patient and tell your management not to panic. It will be OK. You’re on the right track. If you’re still stalled six months from now we can review, but for now, let’s stay the course … with a few tweaks!

2) Goals and strategy — Everything starts with strategy.  All we know is that the goal is to increase comments and readership … but why?  Goals should reflect the target behavior you are trying to change or influence.  So I have to ask — why is getting a comment a goal?  How does that move the needle for your company?

Getting comments on a company blog is extremely difficult. For example, GE has one of the best B2B blogs in the world, with dozens of people contributing to it.  They get about two comments a month. So I think you need to seriously re-evaluate whether “comments” is a realistic and desirable goal. The engagement may be taking place outside of the blog.

Remember that there are many important business benefits of blogging even if you have very few comments. Don’t overlook SEO benefits, PR opportunities and other valuable benefits of your content.

3) Where are your customers? As I look at your blog, there is very little that has to do with direct customers here.  Where are the articles about your customers?  Case studies? Successes? Best practices? Pictures?

When I was a young PR guy, my boss made me work the midnight shift at our plant for two weeks. Why? Because I was writing a newsletter, those were my “customers,” and I had to understand them. I think Christina should follow some sales people around on calls for a week, maybe two.  If that’s not practical, talk to them on the phone. Find out what the customers love, what they hate. What do the WANT to read about? What questions do they have? Answer them in blog posts. Just asking your customers about the blog will make them INTERESTED in your blog!

One of the best way to get customers to engaged is to feature them IN your blog. Make your blog a customer celebration.

4) Where are your employees? Don’t overlook the opportunity to get employees engaged and excited about your blog. Feature them too.  Also, it’s time for Christina to ask for their help. There is this issue called social validation that I discuss at length in a post called Building Social Media Momentum. In short, customers are more likely to join in on engagement and comments if they see they’re not all alone on your blog. Ask your fellow employees to support you and “prime the pump” with tweets and comments.

5) Where are you? There are two conditions that usually drive comments on corporate blogs 1) involving customers and 2) having a single, strong personality write the blog. Christina is doing a good job with the content but is not putting much of her personality into it. I recommend putting Christina’s picture out there on the blog some place. Let people know who is behind the blog. That should make a difference with engagement!

6) Where’s the sizzle? The blog has the beef but it needs a little sizzle. What can Zmags do to shake it up and grab attention? How about a contest? A blog-only special? Video? Humor? A celebrity guest blogger that your customers would recognize?

Now, about those consultants. The quality of the company blog is solid.  Christina seems to be handling the 4-5 posts a week easily but dropping back to 3-4 would not hurt much.  Personally I would scrap the persona idea at this stage. Just talk to your customers. Get to know them. That’s a lot more fun and effective than following a script.

Well, that’s my take on it. What does the community think? What would you do if you were Christina? What did I miss?

Many thanks to Christina Pappas and the management of Zmags for allowing me to dissect their blog with no strings attached. Christina submitted this question through MLT Creative’s blogging seminar.

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  • These are great ideas Mark, especially customer and employee involvement. It gives everyone a sense of ownership in the blog.

    I would also take a closer look at the content strategy. I think a survey of customers as to what they would like to see on the blog would be a great idea. For one thing, it would promote the blog. But more importantly it would yield more precise feedback about how the blog can be a real value-added platform for their customers.

  • Hi Mark – & Christina – thanks for putting your blog out there.

    I feel like I know you because you’ve left some great comments on my blog. One thing I want to share with you is that it took me nearly 18 months to get comments on my blog when I started back in 2005. Mark’s right about the patience thing.

    This said, I get calls and emails from people who never comment that turn into business. So don’t put too much stock in comments unless creating an active community is the true goal.

    The increase in traffic is fabulous – well done! I think the best advice Mark provided was to put your personality into the blog. People like to know who’s doing the “talking.” It makes the blog more human and therefore, people will feel like they’re getting to know someone rather than hearing from some corporate entity. [I picture the Wizard of Oz behind the curtain when I read a corporate blog that doesn’t identify the authors ;-)] It doesn’t inspire me to comment.

    Do as Mark says and find out what questions your customers are asking. I use that a lot as the basis for my posts and when I do, those get the highest response rates – well those and my occasional rants…nuff said.

    Finally, test writing less blog posts. I used to post nearly every day, but when I do, people unsubscribe. My sweet spot is about 3 – 4 times per week. When I stick with that, more people subscribe and my readership stays high. My audience is marketers who already have too much to do to read more than that. Find out what works with yours.

    Testing is the key. I float stuff all the time to gauge response. One tool I’ve been using lately is Post Rank because it’s not just about page views. I want to know which subjects my audience engages with and shares the most with their networks. That helps define what I write about.

    Good luck and I hope you’ll let Mark do an update for us in another 6 months. I bet the difference will be stunning! You’re on the right track.

  • Mark W Schaefer

    Great thought, Steve. Thanks for sharing.

  • Mark W Schaefer

    Thanks for the amazing comment, Ardath! Agree on all counts.

  • Great post blog doctor,

    I agree with most of the points here, I agree with Mark putting in more personalities there. I am not really sure what is the social media policy but injecting some personal stories or experience is what I would love to see more of. Some of the blogs I work with freely allow us to inject our personal humor into the blog. We are freely to share our experience as well as humor. Most of them are well received too. Mark is doing an amazing job sharing his story, his sense of humor, experience and education into every blog post, no wonder you’re the blog doctor eh mark!

    Christina, I think you’re holding back a little there, you’re written a great post, but you’re holding back. A photo of you could work as well in the blog post. We want to see how the person who is writing the blog look like so that we can have a little sense of connection. Just like every comment box where we can see the person who is replying to us.

    One book to pick up is the Now Revolution by Jay and Amber which cover more about this. Its a great book and I was able to review it.

    Great post as usual, what I expect when I am here. 😛 no pressure!


  • SUperb points Aaron. Thanks for the addition to the dialogue! When it comes to adding your personality, you’re the master!

  • Great breakdown Mark. While it is hard for businesses to put a human face on their website, I think that they should put Laura’s photo on each blog post that she writes. No one wants to read a faceless blog.

    When I see business blogs with no out front person, I feel like I am reading mass produced content.

  • Hi Aaron,

    Thanks for the great comments! I often come up with topics that tie into my personal life but where I find it difficult is tying back to our audience and overall problem we are solving. Any ideas? Love to hear them! Will work on adding the photo – my team thought that was a great idea from Mark.

    I did pick up The NOW Revolution. In fact, Jay and Amber were nice enough to let me create the first chapter using Zmags. Here is the link ->


  • Yeah, I’m thinking the same way. It’s hard to put yourself out there — might even be viewed as self-promotional but I think it adds a lot.

    This week, Jon Buscall posted a picture of his desk. Isn’t that nuts? But you I loved it. Just another way to make things personal and bring it home! Thanks!

  • Hi Ardath,

    Thank you so much for the thoughtful comment! And yes, I have been reading your blog (which I love) and commenting when I can or have something to say in most cases.

    We are certainly going to take Mark’s advice on this one because as I mentioned to him, I really love blogging and being part of a community of excellent bloggers (like you and Mark and many others).

    Haven’t looked into PostRank but certainly will – thanks for heads up!


  • Hi Steve,

    A survey of customers? Thats a great idea! We did run this series ‘Before & After’ for awhile and think we should try and bring it back based on Mark’s advice and some of these comments. Here is a link to it -> What we did was take case studies of customers and turn them into posts that talked about what they did before they ‘met’ us and what the effect has been of using Zmags.


  • I think that would be very effective Christina. Plot your stats against a timeline of your posts and other promotional activities so you can more clearly see cause and effect.

  • I think you have A+ advice…especially the part about getting employee’s to jump in and comment to get the ball rolling.

    And a picture! People like seeing a face….

    I think she’s doing a great job…it takes time!

  • Hello Christina,

    Hmm! I am sure you’ve got more to share. I’ll just give you some random example:

    “STOP! 10 Things to Consider Before You Publish Your Content”
    Call to Action – Perhaps your personal experience where you saw one great blog from your readers/customers who had a great call to action or possibly an example. etc.. or perhaps one call to action which made you comment on a blog. (maybe Mark’s.. 🙂

    Just something on top of my head.

    Or perhaps after reading some blog post like this, if you have something you want write or share, write it on a blog, just freely write it all down and worry about the editing later. That is what I usually do.

    Hope it helps! Looking forward to future blog post of yours


  • Thanks, Carolee. Glad you liked it!

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  • Mark,
    Most certainly agree Christina is doing a great job, as shown in the first 3 months of analytics data. I agree with your key points, Mark to give her blog more momentum. For example, start the next phase or strategy, if you will, with points #3-engage with customers’ interests and #4-enlist support from fellow employees. Finally, would it be helpful to think of the blog as a longer range plan instead of trying to achieve immediate results that may fizzle; so instead, choose milestones and programs that will support your next objective.

  • Dr. Blog Sizzle, M.D. – Some sound advice for your patient, you’ve been on a good roll here w/ the blogging 411 posts.

    I like the call to include more case studies, customers, more employees.. just fountains of compelling content, waiting to be tapped. ITA like Ardath on the cutting back of blog posts to create an optimal “less is more” blog. Also and inline with keeping it real and adding personality, cutting back a little on blogging gives more time for commenting and engaging on other blogs, networks which she already does. All of that can help connect with great guest bloggers, get to know the customers and find the sizzle that they really want to read from her. FWIW.

  • Anonymous

    Hey Mark, when you mentioned theme music what came to mind was “eye of the tiger” – Go figure.

    Loved the 3 “where” questions. Where are your employees? I’m trying to figure this part out now on our corporate blog. Where are you? Knowing your own story and having fun telling it is one of the most exciting elements of blogging for me. Finding the time to put my story into my blog is proving more difficult, but I’m getting there. Finally Where’s the sizzle? This question nails it. Answer this question consistently and as you say be patient and results will follow.

    Christina, without question you have done an amazing job in 4 short months. Hats off to you.

  • Mark – Nice post today! Lots of great insights!

  • Mark W Schaefer

    Thanks Brent!

  • Mark,

    I was really honored to have the opportunity to speak with you about our blog and talk about what we have done and what we plan to do going forward. I sincerely believe that I am not alone with this problem and I hope that readers will take away some great insight.

    One of our goals is to engage our audience. In fact, our product promises to help brands do just that so looking at comments seems to make sense (I love that Ardath made me feel better about the fact that it took her 18 months) but I need to be patient.

    Couple things I am starting on right away:
    – Talking to customers!
    – Adding some personal flair in my writing and adding a bio
    – Changing up the format and adding video when I can
    – Be PATIENT and keep doing what I am doing

    Thank you again for writing the post. This is great stuff!


  • Thank you! I’ve worked really hard and given up a lot of Sundays!

  • Thank you Carolee! Here’s my face 🙂

  • What would be an appropriate timeframe for a goal like increased subscribers by X% or getting more readers to comment and interact with the blog? I know its only been a few months and like Mark said, I do need to practice my patience, but curious what you think when you say ‘longer range plan’. Thanks!


  • Karen Bice

    Great case study, Mark, and advice! Thanks for sharing.

  • Great!

    P.S. Glad I did not get you fired. Please thank your management on my behalf for allowing me to do this!

  • That is a good summary. I’m sure you’ll be great too! If you’re looking for some help with time, here is a post that will help: The ultimate guide to blogging when you don’t have time to blog

    Thanks for commenting Jim!

  • Sheri Younkin

    Mark I have learned from your post and have enjoyed everyones comments. I have a blog on my website and have had dreams of what it could be…but thus far have not kept up with it. However, I do have a picture of myself and just today I received an email from someone that would now like to use my venue because they saw my picture and recognized me. So yes… I believe in the power of the picture. Great learning for today… thanks everyone!

  • I’m liking that. I can’t wait to tell my wife that somebody called me Dr. Sizzle today. Yeah baby. I still GOT IT! I got the WOLF BLOOD going today. Yeeeeee haaaa!!

    Oh yes … calls to action. Very important. But not as important as DR SIZZLE. Raise the roof y’all. DOCTA SIZZLE making blog calls. I got the CUUUUUURE.

    You also make a good point about guest bloggers. But why do you need guest bloggers when you have THE SIZZ????? SIZZLE me this blog readers — Who has the POSTS WITH THE MOSTS?? DOCTA DOCTA DOCTA SIZZLE.

    OK. Bringing it back down. Must have been the coffee.

  • Well said, Ann. Thank you!

  • You are a good guy Aaron. : )

  • I’m not sure there are any absolutes. There are so many factors that can influence this. For example, how many of your customers have a social media policy that prohibits blog comments? There are just too many factors. I would say as long as it is going up, you should be pleased. I do believe that all things being equal, you should see a nice increase if you follow the advice. l

  • Thanks for that story Sheri! But another lesson is — you have to keep up with your blog! Remember that there are lots of good business reasons to blog even if your readership is low. Thanks!

  • Really insightful post – It’s relieving to hear that comments don’t equal success. It can be disheartening when similar sites seem to pick up so many comments regularly when I have a handful of people commenting. But when someone mentions they love reading your blog and they never commented, it restores faith that it is reaching people and you’re not wasting your time!

  • I have written several posts about difficulty and wisdom of comments. Here is one that might help:

    Hang in there Eleanor!

  • Nickrowney

    So here is the thing.

    On reading this post and digesting its great points I realise that one place my blog post should be was here.

    So here it is enjoy

  • Looks like you have a lot to say. Why just one post per quarter? Hard to build a readership that way : ) Thanks for the comment Nick!

  • Thanks Mark, just “good” I thought I was “amazing” to you.. tee hee! just pulling your leg buddy! cheers!

  • Enjoyed the commentary here. Some really solid advice. I half wonder if the Twitter and Facebook buttons on the side don’t pull potential commentators away. It’s easier to click on a massive call to action than go to the comment.

    I’d also make personality more transparent. Say, a weekly video posted in the sidebar above the fold, as Gini Dietrich does at SpinSucks or a podcast. There are so many corporate blogs out there personality is essential.

    Personally, since I embraced podcasting last year my own company has started to attract more leads (and conversions) and I think that’s got a lot to do with building a different, more engaged audience.

  • Heh. Caffeine is a wonder drug 😉

  • Christina, I think the article and the comments cover what do with the blog. I am just going to drop a note about the buyer personas.

    You don’t need personas for your blog. You need personas and the process of developing them to understand the following:

    1. The buying process of your products itself
    2. Who are all the people involved in the process of purchasing your products and services. The decision makers, the influencers, the users, and the evangelist/champion.
    3. What the people identified in two go through in the buying process
    4. Where (and if) the people identified in two interact on the social web.
    5. The challenges these people face in the jobs that your products address.
    7. The types of things these people are interested in. What makes them tick.
    8. How and where the consume content and the preferences for doing so.

    Once you have these answers, you’re able to begin the process of developing an integrated marketing strategy that includes content marketing and social media – of which one tactic is a blog. Sure the info above can feed your editorial approach for the blog, but that is just one small piece of how buyer personas are helping my clients. By far the largest benefit to your business of buyer personas is understanding how to develop content for all channels – print, web, social, email, events (webinars, live, and virtual), that moves each person involved in the process through each stage and to the ultimate outcome for you – a new customer.

    — my comments on traffic over the holidays — first vacations etc. Second, though consider what is the buying cycle of your products, has the decision already been made and approved? just curious

  • I love this Jeremy. Well done!!!

  • Anonymous

    Mark and Christina, what a terrific discussion between the post and the comments!

    I’d like to reinforce the point that Ardath makes about offline interaction. Depending on your industry and clients, your clients may not be as comfortable interacting with you online and publicly. That’s what I found. However, I get emails, phone calls and incredible in person conversations all generated as a result of my blogging.

    We – participating in this discussion and world – are so comfortable with online interaction that we forget that word-of-mouth still happens primarily offline [can you imagine? the inefficiency of it boggles the mind!] and we have then an additional role to be offline ambassadors for our online content. The blog interviews with clients and employees suggested in the comments are a great means of bridging the two worlds and creating additional ambassadors who can help spread the word how easy and friendly participating in online conversations is. A lovely virtual circle.

    Thanks so much for this post and comments and congratulations on what you’ve created!


  • Wow. This is a one-page blogging seminar. Great stuff everyone.

    Can I throw in my contribution to the conversation by suggesting Christina posts a short introductory video of herself rather than just a pic. I notice you have a video up there on your blog, Mark, but I meant something more basic that simply explains the purpose of the blog and a background to the blogger. This is something I am building into a blogging campaign we are running at the moment with employees of a large client company at the suggestion of a friend – thanks @ShannonBoudjema! – and a brilliant way to underline the personal aspect of blogging. This should encourage interaction by creating a stronger bond between reader and blogger.

    You’ve clearly done a great job so far Christina – I’m sure with patience, and with some of the tips on here your blog will continue to go from strength to strength.

    Another, entirely separate, issue occurred to me as I was going through the comments here – and it is one that applies more to Mark than Christina, but let me throw it in anyway. One obstacle to commenting is the obligation of reading all comments in order not to duplicate. On a popular blog, such as Dr Sizzle’s Blog Roast, the comments section is longer than the original blog. It’s all good stuff, but is there a way of abridging it? How about a distillation of comments, published a week after the blog first goes live, giving the reader a way of quickly digesting the excellent extra information that comes in from the {grow} community? Could this be a regular thing?

    Just wondered, and thought I would throw in the suggestion. That’s what communities are for!

  • Mark:

    Fantastic case…illustrative. Christina has such a strong starting point (I’m jealous) that I would bet $ you will see the numbers move after incorporating your thoughts. I am taking baby-steps where Christina is on-the-fly. In contemplating a blog for our company I recently sent an e-newsletter to our sales reps in 27 states. The feedback ‘question of the month’ being, ‘How do you use social media in your work or life?’ I know it will not surprise you that I did not get any input (comments)–one of Christina’s concerns. In my case; however, I am pretty sure that most of my reps don’t use social media… same for most of our current customers. That being said, I had better provide some compelling content if I use a ‘build it and they will come’ approach and just do it. All 6 of your points (as well as Christina’s blog) will help in this regard…oh wait, you left something out–#7 Get started;0)

    PS Tao was good for me!

  • Glad you liked The Tao!

    I’m working on a post about starting a blog that I think will help you. Give me a week or s ; )

    Thanks Robert!

  • Both superb points. I like the video thing very much. I have learned (the hard way) that putting a voice and image to your blog and personality are very important. So the video would be cool!

    I also love the abridged comment idea but honestly, we need software for that!! I’m not sure I would have the time to represent everything in and accurate way but this is an idea certainly worth pursuing!

    Amazing contribution John, Thanks!

  • Excellent perspective. Thanks you for caring enough to share this wisdom!

  • P.S. This was the 9,000th comment on {grow}. Hurray!!!

  • Tremendous point. Love this idea. Either that, or a picture of her desk : )

    (inside joke)

  • Mark… great points here as always. Before I forget, I encourage everyone to order The Tao of Twitter. It is a great new way to look at how the Social web instersects if we do it the right way– into our everyday life… much like the “how to’s”in this post. Mark- nice post here. Ryan Sauers

  • Thanks for your support on the book Ryan! : )

  • Hi Mark,
    I blog for the company I work with. It’s been a challenge generating content, given all of my other responsibilities but I want to turn that around. You mentioned two things that I’m curious about – tracking views of the blog and the number of subscribers. The company that designed and manages our CMS (where our blog is based) says those two things are not possible with the current set up. I find it hard to accept so tell me what’s the best way to measure subscribers and blog views? Would it be through wordpress or one of those other general providers?

  • Hi Kim,

    Why not add Google Analytics to the blog? That gets you page views, minutes spent viewing posts, etc. Then use Feedburner for your RSS feeds and email subscriptions. Both simple to add to most interfaces and will get you the stats you’re looking for.

  • I agree with Ardath, Kim. Google Analytics is free and should be standard with any website. It’s hard to believe a site was designed without it! You’re really flying blind without that data.

  • Mark:
    Fantastic case…illustrative. Christina has such a strong starting point (I’m jealous) that I would bet $ you will see the numbers move after incorporating your thoughts. I am taking baby-steps where Christina is on-the-fly. In contemplating a blog for our company I recently sent an e-newsletter to our sales reps in 27 states. The feedback ‘question of the month’ being, ‘How do you use social media in your work or life?’ I know it will not surprise you that I did not get any input (comments)–one of Christina’s concerns. In my case; however, I am pretty sure that most of my reps don’t use social media… same for most of our current customers. That being said, I had better provide some compelling content if I use a ‘build it and they will come’ approach and just do it. All 6 of your points (as well as Christina’s blog) will help in this regard…oh wait, you left something out–#7 Get started;0)
    PS Tao was good for me!

  • Even better is within that survey is asking your customers to email a specific address if they are interested in contributing guest blog posts. People are more likely to read something written by a peer.

  • Powerful idea. Getting your customer to write a blog post would be quite a good innovation!

  • Mark,
    Great post! It’s so nice to see you profiling the Zmags team.
    I’m one of the consultants that Christina referred to – not sure if she mentioned us by name – but we’re really proud of what they’ve built.
    All of your advice here is great! I’d second all the elements you mentioned with the exception (as I’m sure you expected) of dumping the personas.

    I think the real divide here comes down to worrying about quality over quantity of readers/leads. With many of our clients we’ve seen more focused content deliver the highest quality leads more rapidly than the more generic content and hence our recommendation that more focused audience-centric content will deliver the goods.

    At the end of the day, great content is great content, I think that sharing it with the right people will make all the difference. Christina does a great job of distributing the content on a lot of social media and content marketing platforms, but as they focus on distributing it to a more focused audience – i.e. a catalog publisher or a retail brand owner – they’ll see more success in generating leads (but not necessarily more traffic.)

    Anyway, thanks so much for the great content. Have a great time at SxSW!
    – Drew

  • Hey Mark and Kim,
    I think they do use Google Analytics with their Blog. They check it often and use it religiously. 🙂

  • Thanks Drew.

  • We’ll have to agree to disagree. I think it is difficult enough writing according to a script let alone for a new blogger. It would be much more effective for Christina to actually get to know customers through customer through visits than pretend to know them through personas. But I welcome the dissenting point of view. Thanks!

  • I think these suggestions make a lot of sense. I know it is probably counter-intuitive to think by cutting back on content that you will get more engagement but I know it is true. I used to post a new article twice per day for over 6 months. It was real work to try and keep that much content up and maintain quality. When I cut back to 1 post a day I could see that people were actually spending more time on the site and page views hardly fell at all. Since then I have cut back to one post a week and OF COURSE views fell off. But over time even with that low rate of new content, readership began to build again. In general I believe 3 articles a week is an ideal number for a blog and YES put a face with the content. Your readers want to KNOW you and even on a company blog, LIKE YOU, the writer! Great stuff – thanks for the article. W.C.C.

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