#1: Are You Passionate?
In The New Rules of Marketing & PR, David Meerman Scott urges would-be bloggers to “be passionate about and want the world to know about” their subject. If you need copy written for a corporate blog and you don’t have a fire in your belly for the subject matter, delegate to or hire someone who does.
Even if your business is extremely traditional, readers expect some degree of humanity. They want to know that these posts aren’t generated by a soulless office drone trapped in a cubicle who also writes for 12 other blogs, and gets confused.
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I use this book, The New Rules of Marketing & PR, as a textbook to teach integrated marketing communications. I’ve found nothing better to teach expert social media users (my students) how create successful plans.