I've seen a few different approaches. Some companies simply have their blog buried somewhere on their website. Some start an industry-wide standalone publication that's more like a magazine/newspaper. Some build a standalone blog just for their company Some build some kind of a content hub, kind of like Hubspot that seems to mix a bit of everything. How should I choose where and how to structure my content? Where should I be directing my energy to efficiently generate leads? Does separating your blog/publication from your company website reduce the visitor's exposure to your brand too much? Does the increase in visibility of the blog/publication as well as amount of outside content offset the reduced exposure to your brand thanks to greater quantity of visitors?
It's always a good idea to start with your own website before creating a separate branded blog somewhere else, especially if resources are limited.
The added benefit to this is all of that good karma and link authority that comes from your blog, backlinks, social shares, comments etc. is right on your own company website, helping with SEO for your landing pages, instead of splitting it across several domains.
When planning your content strategy, always start with your audience and potential buyer. Who are they and what are they most interested in? Whatever content you write doesn't necessarily have to correspond directly with your product/service, it simply has to be something you know your audience cares about, is searching for and sharing on various social channels.
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