So why is having a blog for your business important anyway? Well our Head of Content, Monica, sets out to answer this question in an article written for Digital Impact. It all centres around audience research which is often overlooked, but oh so important! Before even getting started you need to ask yourself: who will want to read this? Will this engage with anyone? Is this going to convert customers? Monica goes on to discuss how the answers to these questions will influence everything about your blog, from the subject matter to the tone, so pretty important stuff. Read the rest of her advice here.