Question
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?
Answer
Podcasts are the #1 way besides LIVE events to get your message out and sell products.
