WHAT COULD YOUR COMPANY DO
WITH A BLOG?

How Smart Companies Use Blogs for Marketing and PR Success and How You Can Too

TABLE OF CONTENTS

• Legal Notice - 2
• Introduction - 4
• HOW COMPANIES USE BLOGS - 6
• Blog Characteristics - 7
• How do blogs differ from other online discussions, such as listservs or discussion forums? - 8
• Blog advantages - 10
• Blog risks and pitfalls - 11
• Blogs are not for everyone - 13
• Blogs Sometimes Move Mountains - 15
• Blogs Add a New Dimension to Marketing - 16
• Press Releases vs. Blog Entries - 17
• EXAMPLES OF EFFECTIVE BUSINESS BLOGS - 18
• Adverblogs - 18
• B2B Blogs - 24
• Products Sales Blogs - 34
• Customer Service Blogs - 39
• CEO Blogs - 42
• PR Blogs - 45
• Political Blogs - 48
• Thought Leader Blogs - 51
• Media Blogs - 55
• Blogs About Blogging - 61
• A News Site About Blogs - 65
• TIPS FOR PITCHING YOUR NEWS TO BLOGS - 66
• Bloggers Are Ripe for Pitching - 66
• Seven Tips for effective blog pitching - 67
• Blogging Glossary - 69
• What to Blog About - 70
• All About RSS Feeds - 71
• How to Market a Blog - 72
• How to Search Engine Optimize Your Blog - 73
• Tips for Better Blogging - 74
• How to Get Your Blog Discovered - 75
• How to Build Your e-Retail Business With a Blog - 76
• Fake Blogs - 77
• Blog Directories and Search Engines - 80
• ARTICLES ABOUT BLOGGING - 86
• Why Blogs Are A Good Buy for Advertisers - 86
• Blogs Still Mystify: 10 Companies That Missed Blog Opportunities - 88
• The PR Lessons of a Clueless Blog Pitch - 93
• A Few Good Business Blog Examples - 97
• Do You Really Need a Blog? - 100
• Are Blogs Ready for Prime Time? - 101
• Conclusion - 104