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Publish and prosper: blogging for your business

Author: Byron, D. L. ; Broback, StevePublisher: New Riders, 2006.Language: EnglishDescription: 188 p. ; 22 cm.ISBN: 0321395387Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HD6950.3 .B97 2006
(Browse shelf)
001158629
Available 001158629
Total holds: 0

Includes index

Digitized

Publish and Prosper: Blogging for your Business Table of Contents Chapter 1 Meet the Blogs ........................................................... 1 What Exactly Is a Blog?.......................................................................................................................................... 2 How Did We Get Here? ........................................................................... 4 Enter the Blog................................................................................... 4 Types of Blogs................................................................................... 5 Why Should You Blog?......................................................................................................................................... 10 Blogging Is Easy .................................................................................... 11 Add and Update Content in a Snap................................................. 12 Get High-Power Features on a Low-Level Budget............................ 13 Broadcast Your Content Automatically .......................................... 13 Blogs Are a Marketer's Dream ............................................................... 14 Readers Like Blogs .......................................................................... 15 A Genuine Conversation ................................................................. 16 Search Engines Love Blogs ............................................................. 17 Why Shouldn't You Blog?...................................................................... 18 A Blog Choice for Everyone ............................................................. 18 What's Your Blog Focus?.......................................................................... 20 Chapter 2 Determining Your Focus ................................ 21 A Marketing Focus ................................................................................ 22 Encouraging an Interactive Audience............................................... 23 Raising Awareness and Visibility ..................................................... 25 Closing Sales.................................................................................... 27 Driving More Traffic to Your Current Web Site................................. 29 A Public Relations Focus ....................................................................... 30 Dealing with Disasters..................................................................... 30 Reputation and Recognition ........................................................... 31 A Customer Focus ................................................................................. 32 viii Table of Contents Measuring Success..................................................................................... 35 Start Blogging Now....................................................................................38 You Go Out, You Get Better............................................................... 39 Chapter 3 How Much Blog--and How Often? ................................ What's It Going to Take? 43 44 A Basic Blog........................................................................................ 44 A Full-Time Blog.................................................................................46 A Sponsored Blog................................................................................ 47 A Companywide Blog..........................................................................47 Assessing Resources, Barriers, and Culture...............................................49 Regular and Ongoing Posting ............................................................. 49 Staff Availability and Dedication ....................................................... 49 Culture of Openness ............................................................................50 Financial Resources............................................................................. 52 Fostering Corporate Buy-In....................................................................... 52 Get a Champion................................................................................... 53 Simple Sells ........................................................................................ 54 Chapter 4 Designing for Readers................................................. 57 Essential Features ...................................................................................... 58 Meta Information................................................................................. 58 Organizing Entries .............................................................................. 60 Tags .....................................................................................................64 RSS and Syndication ...........................................................................65 Other Features to Consider.........................................................................69 Comments............................................................................................ 69 Trackbacks........................................................................................... 71 Search ..................................................................................................72 Calendars ............................................................................................ 73 Table of Contents ix Design Considerations........................................................................... 74 Page Layout ..................................................................................... 74 Fonts................................................................................................ 79 Colors .............................................................................................. 80 Usability and Accessibility .............................................................. 81 Iterative Design ......................................................................................82 Chapter 5 Tools and Implementation ..................................... 83 Assessing Your Blogs ............................................................................. 84 How Many Blogs?............................................................................. 84 How Many Bloggers?.................................................................................................................................. 84 What Kind of Technical Resources Are Available to You?................. 85 How Much Control Do You Need?............................................................................................... 85 Selecting a Software System or Service .................................................. 85 Hosted Systems ............................................................................... 86 Installed Systems............................................................................. 88 Custom-Built Systems ..................................................................... 91 Enterprise-Level Systems ................................................................ 92 Publishing Your Blog ............................................................................. 94 Pinging and Publicity ...................................................................... 94 Posting from Your Desktop............................................................... 95 Podcasting and Media.......................................................................95 Enhancements and Add-ons................................................................ 100 Adding Features to Your Blog ....................................................... 100 Plug-ins and Scripts ..................................................................... 101 RSS and Syndication Enhancements ............................................ 103 Ads on Your Blog ................................................................................ 105 Ad Services for Bloggers ............................................................... 106 How Ads Work .............................................................................. 106 Ad Strategies................................................................................. 109 x Table of Contents Chapter 6 Writing Your Blog .........................................................111 Passion and Purpose............................................................................ 112 Commitment to Content................................................................. 112 Posting for Your Audience ............................................................. 113 Posting Frequently ........................................................................ 115 Starting the Conversation ................................................................... 116 Authentic and Conversational ....................................................... 116 Interesting and Expressive............................................................. 118 Brief and to the Point..................................................................... 119 Making an Impression.......................................................................... 119 Writing Findable Content .............................................................. 120 Lots of Links.................................................................................. 120 Being Provocative .......................................................................... 121 Posting Process.................................................................................... 122 Watch Your Space.......................................................................... 122 Posting Tools ................................................................................. 125 Time to Blog......................................................................................... 127 Chapter 7 Launching Your Blog and Getting Noticed.....................131 Hit the Ground Running ..................................................................... 132 Making It Interesting ........................................................................... 132 Bringing Something New to the Party............................................. 133 Providing Some Controversy........................................................... 135 Knowing Your Readers .................................................................. 136 Getting the Conversation Going .......................................................... 137 Engaging the Blogosphere ............................................................. 137 Encouraging Comments and Trackbacks....................................... 139 Maintaining a Presence ................................................................. 140 Table of Contents xi Findability Rules....................................................................................... 141 Understanding How Google Sees You ............................................. 141 Knowing Your Keywords.................................................................. 142 Linking Matters ................................................................................. 143 Posting Isn't Enough................................................................................. 145 The Press Release Isn't Dead (Yet) ................................................... 145 Advertising Online: Buying Readers ................................................ 146 Working with the Press ..................................................................... 147 Chapter 8 Monitoring and Managing Your Blog............................. 149 Watching Traffic...................................................................................... 150 Tools................................................................................................... 150 Comparing Traffic ............................................................................ 154 More than Numbers .......................................................................... 156 Discovering Trends ................................................................................. 156 Bring the Buzz .................................................................................. 156 Comments and Interactions...................................................................... 161 Defining the Conversation ................................................................ 161 Knowing When to Let Go ................................................................. 164 Chapter 9 Beyond Blogging..........................................................165 Blogging Everywhere .............................................................................. 166 Syndicate or Die................................................................................. 166 Is That a Blog?................................................................................... 167 Internal Blogs and Wikis .................................................................. 168 Blogging Anywhere ................................................................................. 170 Content on Demand .......................................................................... 170 Moblogging ....................................................................................... 171 xii Table of Contents Audio and Video ............................................................................... 172 Sales on the Go .................................................................................. 173 Small Teams, Big Things ......................................................................... 174 Microformats ..................................................................................... 175 Mashups............................................................................................. 177 Mainstreamed and Mainlined .................................................................. 178 Publish and Prosper............................................................................ 179 Index 181

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