For this week’s #IHAQ, we asked Business Storyteller and Copywriter, Judi McLaughlin, about the role written content should play in a company’s marketing strategy.

Written content is a great way to establish your brand and show what makes you different. The most effective written content tells the audience a story.

And what’ a great way to do that?

Through blog posts.

Judi then brings up a common theme that we’ve seen many experts discuss in our #IHAQ series. Know your audience. Know the langue they use and the conversations that are already happening in your field.

Judi gives a helpful tip that community pages are a great resource to discover ongoing conversations. Try to reflect those conversations back through the topics and copy of your blog posts to really tailor your written content to the people most interested in it.

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