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Full Description
BLOGGING TO DRIVE BUSINESSPROFITSBlogging can help you deepen customer loyalty, reach new customers, gain indispensable feedback, and drive more sales. This no-nonsense guide shows how to craft a business blog that does all that, and more-building your business and increasing your profits. Top e-marketers and business bloggers Eric Butow and Rebecca Bollwitt help you define clear goals, generate the right content with the right tools, attract visitors, build communities, and avoid costly mistakes. They draw on their own extensive experience, as well as the work of innovators from companies such as Intel, Starbucks, ING Direct, Procter & Gamble, and Tumblr. Launch a blog that truly represents the best of your businessCreate a comprehensive, long-term blogging strategy to maximize the return on investment (ROI) from your blogStaff your blogging initiativeIntegrate blogs with other offline and online marketing programs, including social networking websitesUse your blog to drive customers and prospects to the businessPush up-to-the-minute information to customers via RSSBuild a thriving online community-and learn from what it tells youManage comments (and decide whether to have them)Operate successful contests and sweepstakes campaigns on your blogUtilize podcasts, vlogs, microblogging, and other new techniquesGain business value from hot new Web 3.0 technologies, including widgets, mashups, personal agents, and the Semantic WebTrack your blog performance, spot and respond to trends, and translate and report data you receive from your blog
Contents
Introduction ......................................................................1How This Book Is Organized ........................................................2Conventions Used in This Book ...................................................3Web Pages ..................................................................................3Special Elements ........................................................................4There's More Online .......................................................................41 Why Are Blogs So Important? Media Growth Is in One Area: Online ........................................6Get the Message Out .......................................................................7Blog Popularity ..........................................................................8Hello, World! .............................................................................9Promote Products and Services ..................................................11Reach People ..................................................................................12Keep Pushing Content ............................................................13Drive People to the Blog .........................................................14Crowdsourcing ..............................................................................14Case Studies....................................................................................15Intel Inside Scoop Blog ...........................................................15My Starbucks Idea Blog ..........................................................172 Making the Most of Your Blog with Marketing ToolsOnline Marketing ..........................................................................22Website .....................................................................................22Email Marketing ......................................................................22Social Networks .......................................................................23Search Engine Optimization and Marketing ......................25More Work... and Potential Solutions .................................27Offline Marketing ..........................................................................31Pushing Information via RSS ......................................................33Getting Customers to Subscribe............................................34Taking Care of Your Readers ................................................35Case Studies....................................................................................36Katrina Sawa, JumpStart Your Marketing ...........................36Northern Voice Conference ..................................................383 Creating a Blogging StrategyBlogging Platforms ........................................................................42WordPress.com........................................................................42TypePad ....................................................................................45Blogger ......................................................................................46LiveJournal ...............................................................................46Posterous Spaces ......................................................................47Blog Software ...........................................................................48Finding the Best Blog for Your Business ...................................51Vlogs ..........................................................................................51Photoblogs ................................................................................52Podcast Blogs ...........................................................................52Tumblelogs ...............................................................................53Microblogs and Sideblogs ......................................................54Moblogs ....................................................................................56Combining Blogs with Other Networking Sites .......................57Facebook ...................................................................................57LinkedIn ....................................................................................58Twitter .......................................................................................59Google+ .....................................................................................60YouTube ...................................................................................61Vimeo ........................................................................................62Instagram ..................................................................................62Pinterest ....................................................................................63Case Studies....................................................................................64InsuranceMommy.com ..........................................................64Vancouver Film School (VFS) ...............................................674 Blogging ResponsiblyListen to Your Audience ..............................................................70Two-Way Discussions ............................................................70Listen by Sharing .....................................................................72Tools to Help You Listen .......................................................74Comments and Responses ...........................................................79Comment Forms .....................................................................79When to Moderate Comments .............................................80Negative Feedback Can Help You Grow .............................82Deal with Negative Feedback ................................................82Avoid Slip-Ups ..............................................................................83Form a Game Plan ..................................................................84Think About Fixes Before Slip-Ups Happen ......................86Implement Fixes Quickly .......................................................87Case Studies....................................................................................87Molson Coors Brewing Company ........................................88ING Direct's Direct Talk Blog ...............................................905 Choosing a Blog TopicBuild Blog Posts .............................................................................94Themed Topics ........................................................................94Include Photos .........................................................................95Write Blogs for the Wider World ...............................................97Create an Industry Resource Blog ........................................97Create an Online Community .............................................100Create an Internal Blog (or Blogs) for Your Company .........102Keep People Informed ..........................................................102Internal Blogs for Project Management .............................103Product Blog (External) ........................................................104Case Study: Procter & Gamble's Man of the House ..............106Case Study: CafePress .................................................................1076 Designing Your BlogUnderstanding the Function of Your Blog .............................110Readability Is Functionality .................................................110The Functions of Color and Text .......................................110Designing for Your Blog Audience ..........................................112Finding Themes and Templates ................................................113WordPress ..............................................................................113Tumblr ....................................................................................114Blogger ....................................................................................115Other Blog Platforms ............................................................116Tips for Editing Your Theme to Drive Business ..............116Case Studies..................................................................................117Tumblr Staff Blog ..................................................................118Case Study: Ree Hammond, Pioneer Woman ........................1197 Who Will Write the Blog?Writing from Within a Company.............................................122Identifying Authors ...............................................................122Client Services and Tech Support .......................................126Authentic Content .................................................................127Hiring a Blogger ..........................................................................128Tips for Hiring a Blogger .....................................................129Hiring a Blogger from Your Industry ................................130Create a Blogging Position ...................................................131Case Studies..................................................................................134Linda Bustos: An Elastic Blog from Elastic Path ..............134Rob Jones: BuildDirect Blog ................................................1378 Getting Eyeballs to Your BlogWriting Effectively ......................................................................142Editing for Word Count and Brevity .................................142Sound Human ........................................................................144Reading Blogs Helps You Write Blogs .....................................145Commenting-More than Leaving a Calling Card ..........145Blogger Outreach ...................................................................146Linking Out to Get Incoming Links ...................................148Search Engine Optimization ................................................148Blogrolls ..................................................................................149Linking to Other Blog Posts ................................................150Write Interesting Content ..........................................................150Highlight Industry Players ...................................................150Company Profiles ..................................................................152Being Searchable ..........................................................................153Check Your Current Rank ...................................................154Clean URLs .............................................................................154Keywords and Tags ...............................................................154Promotion ....................................................................................155Social Media Networks .........................................................156Announcing Your Blog Launch to Other Communities .156Target Your Newsletter Members ......................................156Press Releases .........................................................................157Case Study: Vancouver Opera .............................................157Case Study: Translink's Buzzer Blog ........................................1599 Getting Interactive with Multimedia BloggingContent for All .............................................................................164Images .....................................................................................164Videos......................................................................................168Audio .......................................................................................169Slideshows ..............................................................................171Private or Members-Only Content...........................................172Podcasting ....................................................................................172Creating and Promoting Podcasts ......................................173Show Notes .............................................................................174Music .......................................................................................174Editing and Publishing .........................................................174Screencasts ....................................................................................176Create and Promote Screencasts .........................................177Contests on Blogs ........................................................................177Prizing .....................................................................................178Blog Contest Services ............................................................178Legal Items for Consideration .............................................179Select Winners .......................................................................180How to Measure Success ......................................................181Run a Contest with a Blogger ..............................................181Case Study: Blendtec ...................................................................18110 Taking Advantage of Web 3.0 BlogsAn Overview of Web 3.0 Technologies ...................................186Wikipedia ...............................................................................188APIs and Widgets ..................................................................189Mash It Up! ..................................................................................190Integrate Semantic Technologies ........................................192Make Agents Work for Your Blog ......................................193Go Mobile .....................................................................................194Understand Smartphone and Tablet Differences .............195Smartphone Moblogs ............................................................197Tablet Moblogs ......................................................................199Case Studies..................................................................................202UrbanSpoon.com ..................................................................202HootSuite for the iPad ..........................................................20511 Maximizing Your Blog's ROIWhat's Your Online Influence? ................................................210Put Together Your Strategy .......................................................212The Tools You Need .............................................................213Tie Your Blog and Other MarketingStrategies Together ..........................................................215Present Your Recommendations ........................................218Track Your Blog Performance ..................................................220Set Up Tracking Tools ..........................................................220Getting the Right Data ..........................................................225Translate and Report Data ...................................................228Trend Watching ..........................................................................229Spotting One or More Trends .............................................229What Does It Mean? .............................................................230Case Studies..................................................................................2316S Marketing ..........................................................................231Autonomy ROI Blog Tracking ............................................235A Important Blogging SitesTechnorati ....................................................................................239Icerocket .......................................................................................240Google Blog Search .....................................................................240News Aggregators .......................................................................241Podcatchers ..................................................................................242Ping Search Engines ....................................................................243Want to Advertise on Blogs? .....................................................244Getting More Blog Traffic ..........................................................245Software as a Service Product ....................................................247B Moblogging AppsSmartphones ................................................................................251iPhone Apps ...........................................................................251Android Apps ........................................................................254Tablets ...........................................................................................257iPad Apps ................................................................................257Android Apps ........................................................................259Index
