Ok, we finally figured out why blog, now John Cass tells us how to do it----successfully! This comprehensive approach to developing a corporate blog program covers everything from A- 6 Apart to Y - YouTube. I particularly found the blog audit section (chapter 2) for sizing the market particularly helpful. By following John's strategies, you are sure to have a high ranking blog that resonates with your customers. I wish I had the benefit of this book when I started a corporate blog last year.
-- Warren Sukernek, Vice President of Marketing and Sales, Cruise West
John Cass provides a great wake up call for corporations. He highlights not only how blogging can improve a company's relationship with its customers, but also 'the recipe for success,' such as the mechanics of blogging, how it fits into the marketing mix, how to develop guidelines for employees, and more. He describes real examples of what companies have done in the past and what they can do moving forward to get on the blogging bandwagon. This is a must-read for anyone who is thinking about implementing blogs.
--Scott K. Wilder, Group Manager, Intuit Small Business Online Communities
In the old days, you only had two ways to reach audiences: Buy expensive advertising or convince the media to write about you. Today, the Web allows any organization to be just in time and just right publishers. John Cass delivers everything you need to know to harness the amazing power of blogs and blogger relations to reach your buyers directly.
--David Meerman Scott, Author, The New Rules of Marketing and PR
Book Description Product Description About the Author
Introduces consumer-generated media to PR and search optimization
If advertising and public relations were the best ways to connect with a company's audience through traditional media, and blogs are the best way to connect with millions of customers through the medium of online consumer generated media, then how can companies best use blogs to connect with their audience through the medium of consumer-generated media?
The answer is through blogger relations, the process of interacting with bloggers and blog readers to get a company's message to an audience. This book targets business people, marketing professionals, public relations firms, search engine optimization and online marketing agency staff with a primer on the importance of corporate blogging and how to conduct a successful blogger relations ongoing campaign.
* Provides tools for companies to interact with customers through blogging communities
* Shows how to transform public relations and search marketing through consumer-generated media, RSS feeds and comment interaction strategies
* Describes how to optimize blog articles for blog search engines and provides content strategies
* Provides companies the planning tools to evaluate its blogging community and company resources for effective blogging
Fellow of the Society for New Communications Research (SNCR), President of the AMA Boston 2005-2006. He blogs at PR Communications: pr.typepad.com.
About the Author