Blogging & podcasting

SUMMARY: Blogs are key in generating online buzz to make a viral campaign successful. You may even want to consider advertising on blogs to kickstart online word of mouth.

DuPont put together a series of videos and followed this approach, being very careful about not looking self-serving. They ended up attracting tens of thousands of views at a fraction of what traditional media would have cost and increased brand awareness in ways they didn't expect. read the complete case study

SUMMARY: Blogs can generate leads, boost search-engine rankings and support an advertising strategy for publishers. So does it ever make sense to place your blog behind a subscription barrier?

We spoke to a publisher who made his blog available only to subscribers of premium content. Here are tips on analyzing a blog in the context of your business model, target audience and the type of content you intend to publish, to determine whether a premium model is an option. read the complete article

SUMMARY: "The number of business-to-business (B2B) firms that started blogging in 2007 plummeted compared with 2006 as corporate bloggers ran into roadblocks stemming from a misalignment between invested effort and expected returns." view the complete research record

SUMMARY: Managing a corporate blog isn't easy. So, we talked to Christopher Barger, manager of GM's FastLane, considered one of the more successful corporate blogs out there. He provided the top 10 blogging mistakes and how to avoid them. You might be surprised by what he says. read the complete interview

SUMMARY: Jason Billingsley, Elastic Path Software’s vice president for innovation, talks about his B-to-B Demand Generation Summit presentation, “How an Integrated Social Media Program Doubled Lead Volume at Elastic Path Software.”

Billingsley provides insight into how marketers can take advantage of blogging and tie their blogs into their marketing strategies. He brings with him the experience gained from launching a blog on a shoestring and making it the most subscribed-to eCommerce blog online.

Click here to listen:
http://podcast.marketingyak.com/flash/elastic_path/index.html?1148
(Podcast... read the complete article

By Anne Holland, Content Director

Starting a blog is easy. Keeping a blog going for more than a few months is hard. If you are one of the relatively few, the proud, the multi-year bloggers, you should give yourself a gold medal for sustained effort above most people’s capacities.

However, is your hard work really paying off as much as it could?

Very few blogs are optimized for success. Here are the top 5 action items I’ve... read the complete blog post