white paper topics
* What is a blog?
* What kind of blog is right for you?
* Who are we?
* What do we do?
Your Blog Strategy:
* type of blog
* goals
* topics
* author
* tone
* promotion
* common mistakes
Strategic Blogging: Why Blogs Work
* connect with customers
* learn from customers
* empower customers
* feedback
* become brand ambassadors
* real-time business intelligence
* "bring customers into the family"
* behind the scenes: creates sense of ownership, identification-- stronger than any "preference!"
Drinking the Kool-Aid
* embrace customers as part of the decision-making process
* embrace transparency
* opening yourself to criticism
* you are already vulnerable!
* blog gives you a chance to respond, make things right, and make it public!