develops content in a creative spirit that aligns well with the company’s core values. However, there are multiple tactics CLIENT should look to implement through its blog, learning from its competitors: 1. Ensure the Blog is Part of the Sales Channel: Position the blog as part of a strategic sales-focused “funnel” (e.g. General Assembly) that is a portal for customers and future customers to become part of the community. Currently there is not clear “ask” of the reader such as joining the “community” or signing up for an email list. There is an opportunity to add email signups to the blog page and having a consistent strategy across all channels (e.g. popups, banners etc…) 2. Leverage Medium & Increase Distribution Channels: CLIENT has an 14,200 existing followers on the Medium platform. Consider cross posting current blog content on Medium (CLIENT has an existing publication, but has not posted since 2015). In addition CLIENT should look for opportunities for its leadership team and other content creators to write articles and post through other channels to increase distribution (e.g. Udemy with Fortune and Inc) 3. Highlight Longform & More Popular Posts: Currently the top of the blog page highlights the latest posts in reverse chronological order. There is an opportunity to highlight higher quality posts or longform featured content to quickly engage reads that land on the site 4. Consider Increasing Business/Product Updates: Some competitors use the blog to share business updates or product enhancements. CLIENT could consider increasing sharing of this type of content, especially to continue to engage with current customers/followers 5. Continue to Innovate: Given the strong brand image and mission around video, photography and other creative content, CLIENT should continue to look for “out of the box” approaches to communicate to its audiences that push the blog channel further Executive Summary