1. Informal titles and headlines were created to give the blog a more casual, approachable tone.

2. The goal of the blog was to make both myself - as an example of the agency’s succesful internship program - and Shannon seem personable and relatable to a young(er) audience.

3. Links to key internal pages were sprinkled throughout the blog, with the emphasis being on quality (relevancy) vs. quantity. Some played off current trends in the industry, others link to related blogs, and the rest drove traffic to deep pages within the site.