Great how-to from Marketing Sherpa in November. This is the reason I like Twitter, by the way…the industry’s leading lights sharing what’s interesting and/or valuable to them. Lots of year-end best-of lists right now.

This case study is a great resource, with excellent instructions on how to mobilize your company’s tribe of experts, what terms to use (not the same ones as you target on your site), and the results to expect. In this case, over half the search traffic is now to the blog…for the “other” terms that weren’t quite important enough for the main site.

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