Blog positions UPS as logistics leader

The company isn’t just about delivering Christmas packages. With the help of a blog headed by a BusinessWeek veteran, it seeks to be a global leader in shipping and strategizing.

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It started with a request from a boss to Dean Foust, director of executive communications at UPS.

The global transportation and logistics company had a blog, but traffic was low. Study it and figure out what to do with it, Foust’s boss said.

Foust, who spent 23 years as a reporter and bureau chief for BusinessWeek, concluded that most of the stories interested neither customers nor the ideal target audience of decision-making executives.

“It was written by us and about us, and the result was, the only people who read it was us,” Foust says. “I came back with a proposal that we blow it up and replace it with something different.”

What emerged from the rubble was Longitudes, UPS’ content marketing website that is helping reposition the company from a package delivery service to a partner you’d invite to the executive suite to help plan logistics.

The blog is drawing praise in the industry. Capterra, a logistics company, recently ranked Longitudes one of the 11 best resources in the industry.

Peering into the future

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