Most people might use Wordpress to blog, but Michael Gray prefers to use the tool as a content management system. He explains it's easier to administer and get writers to upload and format their own content in Wordpress, compared with other blogging tools. Wordpress offers RSS and other social tools, too.
Along with the basics, such as scheduling editorial content and posts, Gray runs through what to put into the "head and tail" of the site, how to drive links through social media, and ways to build site maps to provide clean and easy crawl paths for search engine spiders. The post may require a clear head and tall cup of coffee. Although it's not complicated, it is long and full of details.