An excellent piece from the guys at Drift who detail how they shifted their blog strategy this year and are reaping the rewards of that move.  

Its easy for marketers who have vast amounts of data and keyword intelligence behind them to make choices on exact keywords to target.  While this can be very successful in itself other companies are using a different approach and focusing on high level themes that their personas are interested in reading instead of the content that you might get ranked for on Google.  The key point on this content is to make it 10x content, that is, 10 times better than the next best piece on that particular topic.   

Drifts results speak for themselves and their blog is an excellent read for anyone in the Sales and Marketing space.