An effective corporate blog campaign requires more than blog posts, says social-media strategy consultant Jay Baer. The best corporate blogs are part of diversified content strategies that engage with users across a plethora of channels, he notes. "Have a blog post, but also do stuff on SlideShare and do podcasts and do videos and do stuff on Scribd and Squidoo and Wikipedia and sort of be everywhere. Because each piece of content you create is more bait in the water. Both for Google and for people finding it," he says.
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