Book description
Establish a successful corporate blog to reach your customers
Corporate blogs require careful planning and attention to legal and corporate policies in order for them to be productive and effective. This fun, friendly, and practical guide walks you through using blogging as a first line of communication to customers and explains how to protect your company and employees through privacy, disclosure, and moderation policies.
Blogging guru Douglas Karr demonstrates how blogs are an ideal way to offer a conversational and approachable relationship with customers. You'll discover how to prepare, execute, establish, and promote a corporate blogging strategy so that you can reap the rewards that corporate blogging offers.
Shares best practices of corporate blogging, including tricks of the trade, what works, and traps to avoid
Walks you through preparing a corporate blog, establishing a strategy, promoting that blog, and measuring its success
Reviews the legalities involved with a corporate blog, such as disclaimers, terms of service, comment policies, libel and defamation, and more
Features examples of successful blogging programs throughout the book
Corporate Blogging For Dummies shows you how to establish a corporate blog in a safe, friendly, and successful manner.
Table of contents
- Copyright
- About the Authors
- Authors' Acknowledgments
- Publisher's Acknowledgments
- Introduction
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I. Getting Started with Corporate Blogging
- 1. Corporate Blogging from Soup to Nuts
- 2. Laying the Foundation for Blogging
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3. Deciding On Your Blogging Goals
- 3.1. Setting Goals for Your Blogging Strategy
- 3.2. Identifying Marketing and Promotion Goals
- 3.3. Setting Goals for Customer Relationship Management (CRM)
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II. Mapping Out and Implementing Your Corporate Blog
- 4. Using a Domain That Matters for Your Corporate Blog
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5. Choosing a Blogging Platform
- 5.1. Determining Your Blogging Platform
- 5.2. Budget Considerations When Selecting Your Platform
- 5.3. Choosing a Hosted, Self-Hosted, or SaaS Solution
- 5.4. Flexibility in Blog Templating Engines
- 5.5. Enhancing Your Platform with Plug-Ins, Widgets, and Gadgets
- 5.6. Expanding Blogging Platforms Capabilities through Integration
- 6. Regarding Time, Resources, and Content
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7. Working with Your Blogging Team
- 7.1. Deciding Who Should Blog in Your Organization
- 7.2. Planning Your Content Strategy
- 7.3. Developing an Education Program for Your Bloggers
- 7.4. Monitoring Your Bloggers' Performance
- 7.5. Motivating and Rewarding Your Bloggers
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III. Engaging Your Search Engine Optimization Strategy
- 8. Making the Most of Search Engines
- 9. Writing Content That Drives Search Engine Traffic
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IV. Expanding Blog Posts and Promoting Content
- 10. How to Blog without Writing
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11. Marketing and Promoting Your Blog
- 11.1. Using RSS to Syndicate Content
- 11.2. Getting Engaged in the Blogosphere to Attract Attention
- 11.3. Integrating Your Blog into Other Social Media to Expand Your Readership
- 11.4. Promoting Your Posts through Social Bookmarking
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11.5. Combining E-Mail and Blogging for Better Marketing
- 11.5.1. Using advanced e-mail service features to automate content to e-mail
- 11.5.2. How to automate RSS to e-mail with MailChimp
- 11.5.3. How to automate RSS to e-mail with ExactTarget
- 11.5.4. Driving e-mail readers to your blog
- 11.5.5. Promoting e-mail subscriptions on your blog
- 11.5.6. How to automate RSS to e-mail with FeedBurner
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V. Measuring Success
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12. Imagining Your Blog as a Sales Funnel
- 12.1. Using Your Blog as a Sales Funnel
- 12.2. Measuring Engagement and Conversions on Your Blog
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13. Directing Your Readers through Calls-to-Action
- 13.1. Understanding Why You Need Calls-to-Action
- 13.2. Designing Calls-to-Action That Readers Will Click
- 13.3. Measuring Click-Through Rates on Calls-to-Action
- 13.4. Testing and Improving Your Calls-to-Action Click-Through Rate
- 13.5. Dynamically Displaying Calls-to-Action to Increase Click-Through Rates
- 13.6. Understanding Where Readers Click on a Web Page
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14. Leading Your Readers through Landing Pages
- 14.1. Designing a Landing Page That Closes the Conversion
- 14.2. Narrowing the Focus with Your Landing Page's Content
- 14.3. Capturing the Right Amount of Info on Your Landing Page
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15. Measuring Success with Analytics
- 15.1. Implementing an Analytics Solution That Works
- 15.2. Translating Statistics to Improve Your Strategy
- 15.3. Translating Traffic Sources to Opportunities
- 15.4. Observing Trends and Opportunities in Reporting Data
- 15.5. Setting Goals in Analytics to Measure Conversions
- 15.6. Determining the Value of a Blog Post for Your Company
- 15.7. Monitoring Shortened Links with Third-Party Applications
- 15.8. Measuring Your Feed's Consumption and Number of RSS Subscribers
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12. Imagining Your Blog as a Sales Funnel
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VI. The Part of Tens
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16. Ten Ways to Promote Your Blog
- 16.1. Publishing Posts on Your Home Page
- 16.2. Publishing Your Blog's Link in E-Mail Signatures
- 16.3. Promoting Your Blog in Business Cards
- 16.4. Publishing Posts to Twitter
- 16.5. Publishing Your Blog in Facebook
- 16.6. Publishing Your Blog in LinkedIn
- 16.7. Publishing Posts in Company Publications
- 16.8. Promoting Your Blog in Other Blogs' Comments
- 16.9. Publishing and Distributing Your Corporate Blog in Print
- 16.10. Submitting Your Blog for Awards and Recognition
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17. Ten Ways to Grow Your Audience
- 17.1. Buying Visitors with Pay-Per-Click
- 17.2. Paying for Blog Reviews
- 17.3. Commenting on Other Industry Blogs
- 17.4. Trading Posts and Guest-Blogging
- 17.5. Promoting Other Blogs
- 17.6. Driving Traffic from Social Media
- 17.7. Link Baiting Traffic to Your Blog
- 17.8. Holding Promotions and Giveaways
- 17.9. Offering E-books, Whitepapers, and Case Studies
- 17.10. Syndicating Your Blog Everywhere
- 17.11. Integrating Word-of-Mouth Widgets in Your Blog
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18. Ten Ways to Reignite Old Content
- 18.1. Promoting Old Content in New Blog Posts
- 18.2. Promoting Old Content in Other Blogs' Comments
- 18.3. Reviving Old Content with New Comments
- 18.4. Modifying Post Titles
- 18.5. Modifying Meta Descriptions
- 18.6. Modifying Content with Keyword Enhancements
- 18.7. Removing Dates from Blog Posts
- 18.8. Submitting Excerpts to Social Networks
- 18.9. Tagging Content and Building Tag Clouds
- 18.10. Promoting Internal Search on Your Blog
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16. Ten Ways to Promote Your Blog
Product information
- Title: Corporate Blogging For Dummies®
- Author(s):
- Release date: August 2010
- Publisher(s): For Dummies
- ISBN: 9780470604571
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