Internet Marketing Digital_marketing_for_dummies | Page 127

better chance of getting away with using certain four-letter words because doing so might
be more consistent with its brand. Therefore, whatever the topic of your article, be sure
that it remains in line with your brand’s personality.
Also, and perhaps more important for some organizations, ensure that the newest blog
post doesn’t contradict something else that you’ve published on the blog or anywhere else.
For example, if you have a fashion blog with a post last year about the sins of wearing
undershirts, but your newest blog post centers on the importance of undershirts and
doesn’t address what has changed since your past article on the topic, you’re going to
confuse and lose readers because of your inconsistency.