So, I’ve been working for a company in the manufacturing industry. And one of my tasks there is to grow brand awareness using the Internet — develop a slick new website, optimize it for search engines, set up a pay-per-click and banner advertising campaign, and so on. And, most importantly (for the purposes of this article), launch a business blog.

Now this company isn’t new to e-marketing, they’ve been publishing an email newsletter once a quarter for some time. But this strategy really functions like an electronic quarterly report. Content is high on self-congratulations, but low on education, product marketing, discussion of industry related issues, or any attempts to drive traffic back to their site. Read more...