PRO Case Study
Case Study: How One Provocative Post on a Hewlett-Packard Blog Spread Worldwide
B.L. OchmanCompany: Hewlett-Packard
Contact: Eric Kintz, Vice-President of Global Marketing Strategy & Excellence
Location: Palo Alto, CA
Industry: High-tech (B2B & B2C)
Annual revenue: $90,000,000,000
Number of employees: 150000
Quick Read:
The majority of Technorati's Top 100 blogs—many of which have teams of writers—feature new posts as often as a dozen times a day. Can a corporate blog with a single writer build a large international audience without multiple daily postings?
Absolutely, says HP's Eric Kintz, author of HP's Marketing Excellence Blog. "As the blogosphere matures, the measure of success will shift from traffic to reader loyalty," says Kintz. Yet, as he found out, a single provocative post he wrote gained his blog a big jump in readership and higher search engine rankings.
Challenge:
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