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: A company blog is a great way to share your industry expertise with clients, and to create keyword-rich content for search engines. But creating a blog and encouraging multiple authors to contribute can be daunting.

Read how a small consulting firm had nearly everyone in their company contribute to a corporate blog that now accounts for more than 50% of natural search-generated visits. Learn tips on identifying keywords, creating an editorial calendar and setting deadlines. read the complete article

SUMMARY: If response to your print and online advertising is sagging or if you’re on a limited marketing budget, don’t despair. Let PR fill the void.

See how one marketer dumped most of their ad budget in favor of targeting journalists with a simple letter outlining their service and pointing out their similar demographics.

The tactic is working -- with PR, a blog and their affiliate network, they’re seeing 22% membership growth. And they're getting mentions in leading publications, including O, The Oprah Magazine, Consumer Reports and Redbook. read the complete interview

SUMMARY: We continue our look back at 2009. Despite the challenges brought about by the recession, marketers managed to do more with less, demonstrating resolve and creative thinking through revealing case studies, best practices and new insights.

Below, you’ll find links to five B2B articles from 2009 that show how marketers tackled their top challenges and pursued their priorities for the year, including:
o Optimizing lead nurturing campaigns to deal with a long sales cycle
o Adding social media to the marketing mix
o Improving SEO through corporate blogging 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