B-to-B Insights: Tips for Better B-to-B Blogging
One catalog company maximized its budget by getting an excellent in-house start on its blog. The company's employees wrote the blog themselves for nearly a year, setting the tone. They developed a schedule, outlined how many posts they needed each month, and what broad topics would be discussed. They then outsourced half of the writing to an agency. The agency's writers knew just what was expected in terms of content, tone and schedule. The catalog company's internal bloggers still post, but only half as much now. The agency fills in the other half.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
