Customers and influencers are not interested in product and service pitches—especially in the conversational realm of social media. They are looking for news, research, and ideas that can help them understand and overcome their business challenges.

That’s why Kronos started a blog, Workforce Institute, that focuses on business issues in Kronos’ core market, workforce management, rather than on Kronos’ offerings.

In this ITSMA Case Study, we look at how Kronos has used blogging to expand its reach and influence among customers and influencers in the world of workforce management.

Key Takeaways

• Blogs, especially ones that focus on a specific target audience, are excellent platforms for discussing and debating industry issues.
• Independent advisory boards lend credibility to blogs and help generate ideas.
• Blogs need a content engine to sustain them over the long haul.