15. Blog

What it is:

Shorthand for "weblog," the blog offers an easy way to present brief chunks of frequently refreshed Web content. Backed with easy-to-use technologies for syndication (e.g. RSS), comments and trackbacks, blogs are often the blazing centers of social media solar systems that can incorporate sophisticated SEO strategies and community-building campaigns.

A cool tool for:

• Businesses eager to build communities around relevant issues/topics
• Using the blog as the repository for your social media strategy
• Improving search engine rankings (search engines love blogs)

Not so hot for:

• Companies that cannot be open with information
• Organizations without the necessary time, talent or expertise
• Businesses who do not like to experiment

HOPEHEALTH.COM
	HOPE Health's blog builds a community of benefits managers who rely on HOPE for the latest insights in a complex field: health insurance and wellness management. Hope Health case study compliments of Writing Matters.

3 key play points:

1. Encourage conversations: even "bad" comments can be an opportunity for developing good customer relations
2. Be a good netizen - participate on other blogs as well as your own
3. Loosen up. Authenticity trumps perfection when connecting with readers

Bonus Links:

•  The Junta42 Top 42 Content Marketing Blogs
  
• Tim Ferris on How to Build a Successful Blog via Problogger
  
• 10 Questions to Ask Before You Blog via Junta42 Blog
  
• How and Why to Run a Blog in the Marketing 2.0 Era courtesy of Russ Henneberry
• 10 Tips for Improving Your Blog by Dan Blank
• Top 10 Reasons Why Your Company should NOT have a Blog via Conversation Agent
  

Chapter 14 - Print Newsletter

Chapter 16 - Podcast