What goes into a blog post? Helpful, industry-specific content that: 1) gives readers a useful takeaway, and 2) shows you’re an industry expert.

Use your company’s blog posts to opine on current industry topics, humanize your company, and show how your products and services can help people.

Compliance

Engagement

The “Why”

“I have to”

“I want to”

Motivation

External
(reward & punishment)

Internal
(pursues purpose)

Focus

Rules and policies

Goals and mission

Results

Meets standards

Exceeds standards

Behavior

Follows instructions

Take initiative & innovates

Outcome

Stability

Growth, innovation, higher productivity