Blogging to Drive Business
Create and Maintain Valuable Customer Connections
(Sprache: Englisch)
Plenty of businesses are already blogging, and millions more are considering creating blogs. But how does a business build a blog that really works -- really builds business and profits? How do companies identify and craft the blogging content and...
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Plenty of businesses are already blogging, and millions more are considering creating blogs. But how does a business build a blog that really works -- really builds business and profits? How do companies identify and craft the blogging content and communities that will be most effective for them? This non-nonsense, how-to guide shows you how to go beyond "one-size-fits-all" business blogging to get the job done right. You will learn how to define clear goals, create the right formats and content, and choose the right tools - including state-of-the-art Web 3.0 tools that offer powerful competitive advantage. Eric Butow and Rebecca Bollwitt draw on their own extensive experience, as well as the experience of innovative business bloggers from Adidas, Wal-Mart, Google, HP, BusinessWeek, and many other leading companies. Writing for everyone in the business - not just marketing and PR - they show how to: " Create a comprehensive blogging strategy " Integrate blogging with other offline and online marketing tools " Use blogs to drive customers and prospects to the business " Push information to customers via RSS " Create thriving online communities - and listen to their invaluable feedback " Manage comments (and decide whether to have them) " Utilize podcasts, vlogs, microblogging, and other new techniques " Leverage Web 3.0 widgets, mashups, personal agents, and semantic web technologies, and much more
Inhaltsverzeichnis zu „Blogging to Drive Business “
Introduction ...1 How This Book Is Organized ...2 Conventions Used in This Book ...3 Web Pages ...3 Special Elements ...4 There's More Online ...4 1 Why Are Blogs So Important? Media Growth Is in One Area: Online ...6 Get the Message Out ...7 Blog Popularity ...8 Hello, World! ...9 Promote Products and Services ...11 Reach People ...12 Keep Pushing Content ...13 Drive People to the Blog ...14 Crowdsourcing ...14 Case Studies...15 Intel Inside Scoop Blog ...15 My Starbucks Idea Blog ...17 2 Making the Most of Your Blog with Marketing Tools Online Marketing ...22 Website ...22 Email Marketing ...22 Social Networks ...23 Search Engine Optimization and Marketing ...25 More Work... and Potential Solutions ...27 Offline Marketing ...31 Pushing Information via RSS ...33 Getting Customers to Subscribe...34 Taking Care of Your Readers ...35 Case Studies...36 Katrina Sawa, JumpStart Your Marketing ...36 Northern Voice Conference ...38 3 Creating a Blogging Strategy Blogging Platforms ...42 WordPress.com...42 TypePad ...45 Blogger ...46 LiveJournal ...46 Posterous Spaces ...47 Blog Software ...48 Finding the Best Blog for Your Business ...51 Vlogs ...51 Photoblogs ...52 Podcast Blogs ...52 Tumblelogs ...53 Microblogs and Sideblogs ...54 Moblogs ...56 Combining Blogs with Other Networking Sites ...57 Facebook ...57 LinkedIn ...58 Twitter ...59 Google+ ...60 YouTube ...61 Vimeo ...62 Instagram ...62 Pinterest ...63 Case Studies...64 InsuranceMommy.com ...64 Vancouver Film School (VFS) ...67 4 Blogging Responsibly Listen to Your Audience ...70 Two-Way Discussions ...70 Listen by Sharing ...72 Tools to Help You Listen ...74 Comments and Responses ...79 Comment Forms ...79 When to Moderate Comments ...80 Negative Feedback Can Help You Grow ...82 Deal with Negative Feedback ...82 Avoid Slip-Ups ...83 Form a Game Plan ...84 Think About Fixes Before Slip-Ups Happen ...86 Implement Fixes Quickly ...87 Case Studies...87 Molson Coors Brewing Company ...88 ING Direct's Direct Talk Blog
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...90 5 Choosing a Blog Topic Build Blog Posts ...94 Themed Topics ...94 Include Photos ...95 Write Blogs for the Wider World ...97 Create an Industry Resource Blog ...97 Create an Online Community ...100 Create an Internal Blog (or Blogs) for Your Company ...102 Keep People Informed ...102 Internal Blogs for Project Management ...103 Product Blog (External) ...104 Case Study: Procter & Gamble's Man of the House ...106 Case Study: CafePress ...107 6 Designing Your Blog Understanding the Function of Your Blog ...110 Readability Is Functionality ...110 The Functions of Color and Text ...110 Designing for Your Blog Audience ...112 Finding Themes and Templates ...113 WordPress ...113 Tumblr ...114 Blogger ...115 Other Blog Platforms ...116 Tips for Editing Your Theme to Drive Business ...116 Case Studies...117 Tumblr Staff Blog ...118 Case Study: Ree Hammond, Pioneer Woman ...119 7 Who Will Write the Blog? Writing from Within a Company...122 Identifying Authors ...122 Client Services and Tech Support ...126 Authentic Content ...127 Hiring a Blogger ...128 Tips for Hiring a Blogger ...129 Hiring a Blogger from Your Industry ...130 Create a Blogging Position ...131 Case Studies...134 Linda Bustos: An Elastic Blog from Elastic Path ...134 Rob Jones: BuildDirect Blog ...137 8 Getting Eyeballs to Your Blog Writing Effectively ...142 Editing for Word Count and Brevity ...142 Sound Human ...144 Reading Blogs Helps You Write Blogs ...145 Commenting-More than Leaving a Calling Card ...145 Blogger Outreach ...146 Linking Out to Get Incoming Links ...148 Search Engine Optimization ...148 Blogrolls ...149 Linking to Other Blog Posts ...150 Write Interesting Content ...150 Highlight Industry Players ...150 Company Profiles ...152 Being Searchable ...153 Check Your Current Rank ...154 Clean URLs ...154 Keywords and Tags ...154 Promotion ...155 Social Media Networks ...156 Announcing Your Blog Launch to Other Communities .156 Target Your Newsletter Members ...156 Press Releases ...157 Case Study: Vancouver Opera ...157 Case Study: Translink's Buzzer Blog ...159 9 Getting Interactive with Multimedia Blogging Content for All ...164 Images ...164 Videos...168 Audio ...169 Slideshows ...171 Private or Members-Only Content...172 Podcasting ...172 Creating and Promoting Podcasts ...173 Show Notes ...174 Music ...174 Editing and Publishing ...174 Screencasts ...176 Create and Promote Screencasts ...177 Contests on Blogs ...177 Prizing ...178 Blog Contest Services ...178 Legal Items for Consideration ...179 Select Winners ...180 How to Measure Success ...181 Run a Contest with a Blogger ...181 Case Study: Blendtec ...181 10 Taking Advantage of Web 3.0 Blogs An Overview of Web 3.0 Technologies ...186 Wikipedia ...188 APIs and Widgets ...189 Mash It Up! ...190 Integrate Semantic Technologies ...192 Make Agents Work for Your Blog ...193 Go Mobile ...194 Understand Smartphone and Tablet Differences ...195 Smartphone Moblogs ...197 Tablet Moblogs ...199 Case Studies...202 UrbanSpoon.com ...202 HootSuite for the iPad ...205 11 Maximizing Your Blog's ROI What's Your Online Influence? ...210 Put Together Your Strategy ...212 The Tools You Need ...213 Tie Your Blog and Other Marketing Strategies Together ...215 Present Your Recommendations ...218 Track Your Blog Performance ...220 Set Up Tracking Tools ...220 Getting the Right Data ...225 Translate and Report Data ...228 Trend Watching ...229 Spotting One or More Trends ...229 What Does It Mean? ...230 Case Studies...231 6S Marketing ...231 Autonomy ROI Blog Tracking ...235 A Important Blogging Sites Technorati ...239 Icerocket ...240 Google Blog Search ...240 News Aggregators ...241 Podcatchers ...242 Ping Search Engines ...243 Want to Advertise on Blogs? ...244 Getting More Blog Traffic ...245 Software as a Service Product ...247 B Moblogging Apps Smartphones ...251 iPhone Apps ...251 Android Apps ...254 Tablets ...257 iPad Apps ...257 Android Apps ...259 Index
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Autoren-Porträt von Eric Butow, Rebecca Bollwitt
Eric Butow is CEO of Butow Communications Group (BCG), web design and online marketing ROI firm in Jackson, California. Eric has written a wide variety of computing books since 2000, and his latest titles include How to Succeed in Business Using LinkedIn , Droid Companion , and My Samsung Galaxy Tab . When he's not working in (and on) his business or writing books, you can find Eric enjoying time with friends, walking around the historic Gold Rush town of Jackson, and helping his parents manage their infant and toddler daycare business. Rebecca Bollwitt is the cofounder of sixty4media in Vancouver, British Columbia, which specializes in WordPress development, and she has been blogging on Miss604.com about West Coast life since 2004. Miss604 is Vancouver's most award-winning blog and was voted "Best Local Blog" in 2009, 2010, and 2011. Rebecca was also named one of the Vancouver Sun's Top 100 Women of Influence in British Columbia. She is the local Twestival organizer and a member of the Canadian Red Cross Twitter Team, and spends her spare time at baseball and hockey games with her husband, or researching local history.
Bibliographische Angaben
- Autoren: Eric Butow , Rebecca Bollwitt
- 2012, 2. Aufl., 320 Seiten, Maße: 15,4 x 23,4 cm, Kartoniert (TB), Englisch
- Verlag: Que
- ISBN-10: 0789749947
- ISBN-13: 9780789749949
- Erscheinungsdatum: 02.10.2012
Sprache:
Englisch
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