Picture a focus group, a viral marketing campaign, and your own news station all rolled up into one. Now wrap that into a low-cost, easy-to-use, always-on Web site. That is what effective corporate blogging is.
At first, business blogging was ideal for free agents and entrepreneurs who needed a cheap way to get their message out. Now, the big guys are tapping the amazing power of a great blog. But the key word is great. A corporate blog that's boring or deceptive is worse than none at all.
In this indispensable guide, online marketing consultant Debbie Weil explores all aspects of corporate blogging, answering important questions such as: How much time will it take? What about the legal risks? Who in my company should blog? What are the best corporate blogs out there?
In an informal, provocative style and without technical jargon, Weil explains how to create a blog that's engaging, smart, and likely to grow an audience....Continua