Business Blogs: A Practical Guide

Business Blogs: A Practical Guide

Afgelopen week hebben Bill Ives en Amanda G. Watlington hun boek Business Blogs: A Practical Guide uitgebracht. Het boek, dat vanaf $49.95 is te verkrijgen, bestaat uit twee delen: een 237-pagina tellend handleiding waarin de auteurs ingaan op de verschillende facetten van business blogs en een 308-pagina tellende bijlage met praktijkcases. Nu maar hopen dat het morgen ook zo regent ;-)

Voor geinteresseerden heb ik de inhoudsopgave opgenomen. Als er specifieke vragen zijn, laat deze dan achter in de comments.

BLOG GUIDE

ABOUT THE AUTHORS .....................................................................................................ii
ACKNOWLEDGEMENTS…...............................................................................................iii
PREFACE .........................................................................................................................iv
TABLE OF CONTENTS ....................................................................................................vii
LIST OF FIGURES ............................................................................................................xi
ANATOMY OF A BLOG ................................................................................................... xiv

CHAPTER 1 WHAT?S ALL THIS NOISE ABOUT BLOGS?.................................................1
There are Many Uses for Blogs…...............................................................................3
Key Questions for Business Bloggers .....................................................................12
The Typical Blog Reader…........................................................................................12
Not Just Infovores Read Blogs…..............................................................................13
Why Do Blogs Appeal to Readers?..........................................................................14
Parallel History ? TV, Newspapers and the Blogosphere ......................................15
Are Blogs Business Tools?.......................................................................................17
Key Concepts….........................................................................................................17

CHAPTER 2 SHOULD MY BUSINESS BLOG OR NOT BLOG? ? THAT IS THE
QUESTION .....................................................................................................................19

Expanding Market Exposure….................................................................................20
Who should be the blogger?....................................................................................22
Introducing New Products and Services .................................................................23
Internal or External Bloggers? .................................................................................25
Establishing a Thought-Leadership Position ..........................................................26
Thought Leadership Requires Real Thought Leaders….........................................27
Enhancing Customer Relations ...............................................................................28
Customer Relations Bloggers Should Have Tact and Knowledge…......................33
Blogs as an Informal Alternative to Your Web Site ................................................34
Blogs That Complement Web Sites Need Committed Bloggers ...........................35
Supporting a Cause That Interests Your Customers or Supporters .....................36
Support Cause-Related Bloggers with a Clear Blogging Policy .............................37
Providing a Sales Channel…....................................................................................38
Sales Channel Bloggers…........................................................................................39
Acquiring Additional Revenue Streams ..................................................................39
Internal Blogs - Facilitating Internal Communication and Collaboration…...........42
Internal Blogs—Building Community…...................................................................44
Internal Blogs—Maintaining Knowledge and Facilitating Learning .....................45
When Not to Blog .....................................................................................................47
Still Not Sure, Keep Reading…................................................................................48

CHAPTER 3 STARTING YOUR BLOG RIGHT….............................................................51
Establish a Likely Business Need ...........................................................................52
How Bloggers Have Identified and Addresses Their Needs…...............................54
Study Other Blogs in Your Market…........................................................................58
Create a Blog Strategy that Matches Your Unique Needs ....................................58
Within Your Strategy, Pick Your Outward and Inward Facing Uses ......................64
Coordinate Your Blog with Your Other Communication Channels….....................65
Select Your Bloggers and a Create a Balanced Blogging Policy ...........................70
Include Intellectual Property Considerations in your Blogging Policy…................72
Name Your Blog and Write a Short Statement of Purpose ...................................73
Determine the Support Needed for Blogging Success…......................................75
Determine Measures of Success….........................................................................78
Start, Experiment, Monitor, and Adjust Strategy and Measures ..........................79

CHAPTER 4 CONNECTING WITH YOUR MARKET….....................................................85
Provide Quality, Relevant and Honest Content…...................................................86
Provide a Mix of Content on a Regular Basis…......................................................89
Focus Your Content…...............................................................................................94
Offer Your Blog as an Extended Resume….............................................................96
Develop Credibility with Your Readership…............................................................97
Monitor Other Blogs in Your Field….........................................................................99
Take Responsibility for Where You Link…............................................................ 100
Develop and Enhance Communities through Your Blog….................................. 102
Be Open to the Associations and Connections within the Web ......................... 105
Use Your Blog to Try Out New Ideas….................................................................. 106
Practice Reciprocity with Other Bloggers in Your Field ....................................... 107

CHAPTER 5 USING BLOGS INSIDE YOUR ORGANIZATION ...................................... 112
Internal Communication and Project Management…......................................... 112
Community Building .............................................................................................. 116
Organizational Knowledge Management….......................................................... 121
Learning Channel .................................................................................................. 127

CHAPTER 6 SELECTING YOUR BLOG PLATFORM .................................................... 132
Is Free Too Little to Pay?....................................................................................... 133
Almost Free…......................................................................................................... 136
Have a Server, or Space on One? ........................................................................ 138
Should Service Price Influence Business Bloggers?........................................... 140
To Host or Not to Host?......................................................................................... 141
Have It Your Way ? The Easy Way ........................................................................ 143

CHAPTER 7 GETTING NOTICED ? MAKING SURE YOUR TRAFFIC GROWS ............ 148
Understanding the Link Connection….................................................................. 149
Increasing Search Engine Referrals….................................................................. 151
Keywords and Blogs…........................................................................................... 152
Simple Templates Prevail ..................................................................................... 154
Developing Search-Savvy Content ....................................................................... 155
Navigation ? A Reader?s Map to Your Blog…....................................................... 157
Archives ? Evergreen or Not ................................................................................. 158
Managing Comments and Trackbacks…..............................................................158

CHAPTER 8 WRITING POWERFUL POSTS ................................................................162
How to Write for the Web…....................................................................................163
How to Credit the Resources You Use ..................................................................164
How to Write Different Types of Posts ..................................................................165
How to Determine Your Audience?s Preferences…..............................................169
How to Write Posts for Users of RSS Readers .....................................................171

CHAPTER 9 BLOG TOOLS AND SERVICES ................................................................174
RSS—What Is It and Why Do You Need It? ..........................................................175
The RSS Feed…......................................................................................................175
RSS Aggregators ? Users of the Feed ..................................................................178
RSS Readers—Feed Distribution to Readers ......................................................179
Four Steps to a Healthy RSS Feed….....................................................................180
Creating and Validating Your Feed .......................................................................181
Feed Generation Determines Your Ability to Measure Results…........................183
Creating Your Own RSS Feed ................................................................................184
Submitting Your Feed Is Essential for Blog Promotion….....................................186
Syndication ? A Two-Way Street….........................................................................190
Adding Multimedia to Your Blog….........................................................................191
Making Money with Your Blog…............................................................................194

APPENDIX ...................................................................................................................198
SAMPLE BUSINESS AND NON-PROFIT BLOGS…......................................................198
RESOURCES ...............................................................................................................219


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Er zijn 2 reacties op dit artikel

  • En geen linkje naar de Amazon plek waar we hem kunnen bestellen?
    Dan verdien jij ook nog een zakcentje bij ;)

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  • Damn, gemiste kans ;-)

    Zonder gekheid, heb eerlijk gezegd niet eens gekeken of er een affiliateprogramma (al dan niet via Amazon) is voor dit boek. Bovendien, de praktijk leert dat het me meer aan tijd kost om een dergelijk programma op te zetten dan het me uiteindelijk oplevert aan inkomsten.

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