• Take off Your Twitter Goggles: Why Marketers Still Need a Blogging Strategy by Clay McDaniel
  Twitter may be the all the rage, but it's not yet time to pull the plug on your corporate blog and stop monitoring all the blogs where people talk about your brand. The emergence of Twitter as a hyper-popular social-media ...
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• Social Media's 'Gee-Whiz Factor' Must Die: Time to Get Down to Business by Chris Brogan
  Social media is cool! Blogging and podcasts are cool! We're so cutting edge! Yeah, whatever. The people looking at social media long and hard fall into a few camps, and this article is for those who are scrunching their noses up ...
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• Open Letter to the Would-Be CEO Blogger by Todd Defren
  Dear CEO: Welcome to the blogoshere! So, umm, how do you really start? How do you get started blogging, and do it well? Let's avoid the technical requirements. (You've got people who can figure that stuff out!) Instead, let's focus ...
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• Honest to Blog: 5 Tips For Developing a Corporate Blogging Policy by Kimberly Smith
  The key to a corporate blog's success lies in a company's ability to earn the trust of its readers, and a well thought out blogging policy can provide the necessary foundation. Here are some of the factors any organization should ...
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• Top Five Rules for Creating a Successful Video Blog for Business by Brent Altomare
  Blogs provide rich opportunities for organizations to interact with customers. But now marketers are wondering how to create even more dynamic content and "stickiness." That next level of intimacy has already started to emerge with video blogs, or vlogs.
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• How to Measure the Effectiveness of Your Company Blog by Mack Collier
  One of the biggest hurdles that many companies face in adopting a blogging strategy is that they aren't sure how to quantify the results of their efforts. But as blogging has evolved, and it has become much easier to accurately ...
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• Ten Steps to Starting a Company Blog by Mack Collier
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• Ten Steps to Starting a Company Blog by Mack Collier
  Blogs are continuing to grow in popularity, and they are no longer merely a way for angst-ridden teenagers to express themselves. Today, progressive companies are communicating with bloggers in their industries—and even creating their own blogs as marketing communications tools. ...
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• Blogging and the Boardroom: Six Steps to Starting a Corporate Blog by Anil Dash
  Why do you want a blog? Simply put, blogs make it easy to communicate more effectively with the audience you care about. They're the easiest way to update a Web site, provide simple and effective ways of automatically organizing the ...
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• The Value of Blog Advertising by BL Ochman
  Blog advertising expenditures have exploded in the past year. Companies can make a really big brand splash for relatively little money, meaning that blogs provide advertisers an excellent opportunity to reach a devoted audience niche. But blog numbers, until recently, have ...
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• How to Create a Successful Business Blog: 8 Planning Tips (Part 1 of 2) by Bill Comcowich
  Who doesn't have a business blog these days? Maybe you? Fret no more. Here are the necessary steps to planning and implementing a corporate blog. This first article examines the key decisions on subject, mission, audience targeting, market survey, blogger selection, ...
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• A Business Case for Blogging: Thought Leaders on Marketing Blogs (Part 2 of 2) by Stephan Spencer
  As corporations catch on to the potential of adding a blog to their company's marketing arsenal, our MarketingProfs Thought Leaders Summit tapped into some of the best minds in the blogosphere for advice. In a 90-minute session, we called on ...
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• A Business Case for Blogging: Thought Leaders on Marketing Blogs (Part 1 of 2) by Stephan Spencer
  How do you make a solid business case for blogging for marketing? What about managing upper management's expectations on the outcome? Should you hire a professional blogger to write your company blog? To get answers to these questions and others, ...
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• Whose Blog Is It Anyway? by Susan Solomon
  There are many approaches a company can take to blogging, each of which has its strengths and weaknesses. A blog written by top management, for example, has the potential of providing news straight from the decision makers. But the downside ...
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• SWOT Team: Holiday Campaigns Year-Round by Hank Stroll
  This week, the SWOT Team asks: What holiday marketing programs have worked for you? Are some holidays better than others to reach customers and prospects? Join the conversation! Also this week, read your answers to: Is a blog is right for ...
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• The Right Way to Join the Fray
  In a post at the MarketingProfs Daily Fix blog, Mack Collier tells the story of Alison Heath, the director of marketing for a small company that received favorable coverage from ...
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• Loose Lips: You Know Exactly What They Do to Ships
  Despite the obvious benefits of Web 2.0, the largely unregulated world of social media also poses some unique challenges for companies concerned about a host of issues ranging from legal ...
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• Would Your Blog Get an A?
  For nearly a year and a half, Mack Collier has produced a series he calls the Company Blog Checkup. "Originally," he says, "I looked at each blog's content, how they ...
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Blogging Strategy case studies, deconstructing real life examples and illustrating lessons learned

• How HP Boosted Product Sales 84% by Letting the Blogosphere Run Its Online Marketing Promotionby Hewlett-Packard
  CASE STUDY: Hewlett-Packard simply handed over a $5,000+ computer prize package to each of 31 bloggers, asking them to give away the prizes to their readers in any way they saw fit. HP trusted the bloggers' influence over the market it wanted to reach—and had faith in their creativity. Turned out, that trust and faith were not misplaced.
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• How a Controversial Book Became a Bestseller via an Aggressive Web Campaignby Vanguard Press
  CASE STUDY: When the current POTUS is the villain of your book, it doesn't matter that you're a best-selling author... because the mainstream media will find it too hot to touch. So what do you do? You go to the Web.
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• How a Small-Business Consultant Leveraged a High-Profile TV Commercial to Generate New Traffic and Win New Businessby LocalZing
  As a tiny Florida player in the field of advertising for small businesses, Karl Long knew he should consider unconventional ways to promote his company. Taking a cue from a competitor, Long launched a campaign that upped traffic to his blog 500%, raised his Google profile, and led to new business.
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• How a Marketing Consultant Significantly Increased His Client Base via Social Mediaby L&G Business Solutions
  Marketing executive and consultant Lewis Green wanted to re-establish his company in January 2004 after moving across the country. With no professional network in place, he figured the best way to promote his business would be a blog. His first attempt failed. But not his second.
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• How an Ice Cream Company Increased Revenue More Than 8% a Year With Low-Cost Blogsby Denali Flavors
  Denali Flavors creates and licenses premium ice cream flavors for regional and store brands. Its most popular flavor is Moose Tracks, which is made by more than 80 dairies nationwide—but many consumers have have never heard of it. The company needed to generate awareness at a little cost. So it turned to (where else?) blogs.
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• Fiskateers: How a Social Community Became a Veritable Sales Forceby Fiskars Brands, Inc.
  Though by no means cutting edge in the usual sense... scissors and related tools help drive the $30 billion craft and hobby industry. Fiskars Brands, Inc., a global brand based in the Netherlands with U.S. headquarters in Madison, WI, was losing sales of craft tools—including its famed specialized scissors—to commoditized, cheaper products available in Wal-Mart and other chain stores. The solution? Create a community of Fiskars supporters who could spread the word that authentic Fiskars products are worth not only their price but also any special effort to obtain them. And target younger consumers, who are more active online.
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• How a Small-Business Consultant Leveraged a High-Profile TV Commercial to Generate New Traffic and Win New Businessby LocalZing
  A competing online marketing company's unorthodox approach to self-promotion got consultant Karl Long thinking about ways he could use his personal blog as a public relations tool to help his company, Local Zing. As a tiny Florida player in the field of advertising for small businesses, Long knew he should consider unconventional ways to promote his company. Taking his cue from the competitor, he launched a campaign that increased traffic on his blog more than 500%, raised his Google profile, and led to new business.
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Blogging Strategy online seminar broadcasts from the best minds in marketing

• Truths of Blog Marketing: Reaching Customers, Building Your BrandAttendee rating:  - 7/27/2006
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• WHAT WORKS SERIES: QuickBooks Makes Blogs Part of the Marketing MixAttendee rating:  - 1/26/2006
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• Blogs: What Every Marketer Needs to Know NowAttendee rating:  - 12/16/2004
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Blogging Strategy marketing downloads for the busy professional

• Blog Marketing Guide
  From establishing your company as an expert to providing a forum for testing new products, and much more, blogs can be useful, cheap and effective. Want to give it a go? This 65-page Bible of Blogging will get you started.
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• Blogging Summit 2005 - MP3 Recording
  Blogging Summit 2005 - MP3 Recording
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• Blogging Summit 2005 - Transcript
  Blogging Summit 2005 - Transcript
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