I recently spoke with a mentor from early in my career who asked me to elaborate on the goals and objectives of blogging. What are you trying to achieve? The answer is multifaceted, which I suppose makes it difficult to assign costs to a specific campaign or budget line item. But here are some quick answers to the question, “Why Blog?”

Should your business have a consistent voice across all content marketing? Yes, but not all the time. And yes, I am aware that, “You should not be consistent all the time,” is a very ironic statement.

Blogs should: (Choose all that apply) a) Promote the products and services of the company publishing the blog b) Focus on best practices or current news in the relevant industry