This document discusses how blogging can be used as an inbound marketing strategy. It defines blogging and compares inbound and outbound marketing approaches. The document also provides a case study of how Laurens Hope, an ecommerce company, increased online sales by 40% in 6 months by using blogging software and analytics tools from Hubspot. Finally, it outlines five keys to a successful blog: defining target personas, creating a mix of post types, writing great posts, sustaining a publishing schedule, and spreading blog content across social media and other channels. Metrics like pageviews, comments, and leads are also recommended for measuring a blog's performance.