Like many beginning bloggers, Paul Purdue had his struggles building an audience. The president of iPulfill.com, a fast-growing e-commerce shipping company in Maumee, Ohio, Purdue launched his blog in May with hopes that it would strengthen ties with his far-flung customers. Perhaps the blog would even draw in new customers-if only more people would read the thing. At one point a frustrated Purdue asked his marketing consultant, a blogger named B.L. Ochman, president of Whatsnextonline.com, how to attract readers. She regiven to her: "Create a scandal."
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