Blogs: the oldest form of communication. (Well, after AOL Instant Messenger.)
They've stuck around because of their versatility, which I leveraged as the owner of ZipRecruiter's blog. This one platform spoke to 5 diverse audiences—Employers, Job Seekers, Press, Future Tech Talent, and Economists.
I created a taxonomy that was easy to navigate for each audience, then wrote posts, oversaw contributors, and created content calendars that aligned with our other marketing initiatives. All with SEO best-practices, of course. Content was planned through the lenses of performance analysis, brand goals, and current trends.