Does a company blog still make sense

Posts along the lines of "We were at a trade fair" bring nobody to the site. Something else works: a page that says plainly how a given service runs, how long it takes, what you need to prepare and how it differs from the alternative. Content like that gets quoted readily by assistants, because the answer is unambiguous already in the first paragraph.

How often you publish matters less than how complete you are. Ten solid answers to real questions will do more than fifty short posts written so that something appears at all. Every text should be summarisable in a single sentence, and that sentence belongs at the start, not at the end.

Look for topics in your inbox and in phone calls. The questions you hear for the tenth time are a ready list of titles for a year.