The problem with talking about tools is that they become ends in themselves.
People feel that since the tool is done, the "stuff" will happen on its own.
So when a business launches a blog, it thinks the rest of the ROI will just follow.
Unfortunately, that's not true.
A blog, like a tool, is only the means to an end. It's the most visible and tangible part.
As we say in HR, the "soft stuff" is usually the hardest part of the job.
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