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Unshackle your local marcom efforts from head-office control

By Leo Valiquette unshackled

“We will embrace blogs just as they cease to be effective.”

Such was the lament of one of my clients during a recent conference call.

Here’s the context. This is an organization in an industry where thought leadership and subject matter expertise are fundamental tools for business development. News bulletins and newsletters have, to date, been the most popular means for publicizing and promoting the organization’s principals as both service providers of choice and as sources of comment for the media.

But this organization’s own internal metrics and pilot projects are suggesting that a blog might represent a better expenditure of resources. Blogs can build loyal followings and they can be better tweaked for search engine optimization.

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