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Born to Blog: Building Your Blog for Personal and Business Success One Post at a Time by Stanford Smith, Mark Schaefer

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CHAPTER 12The Minimum Viable Blog

It’s easy to overcomplicate blogging. It’s not unusual for business teams to spend months finessing every detail. They create elaborate editorial calendars, commission infographics, and develop byzantine policies and legal procedures for publishing. Many of these blogs buckle under their own load.

That’s a shame because blogging is simple—at least the formula for building and growing a blog is simple.

The most effective blogs are managed using minimal guidelines and straightforward objectives. They evolve rapidly and quickly gather a community of contributors. Blog posts are consistent and compelling. The blogging team is motivated and often breaks down organizational barriers to find the best content possible. ...

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