Strategies and Tools for Corporate Blogging with John Cass Marketing

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This podcast is about corporate blogging best practices and integrated marketing communications with John Cass of John Cass Marketing.

We discussed building profitable online communities, understanding the differences between LinkedIn and Facebook for B2B marketing, mapping objectives to social media channels, and more, as explained by John Cass, the author of Strategies and Tools for Corporate Blogging.

If you’re at a PR firm launching a corporate blog, you’ll find this timeless interview very useful.

Corporate Blogging for Public Relations Insights

3:25 – Strategies and Tools for Corporate Blogging author John Cass shares why he originally started blogging, and how he discovered the benefits of blogs as a public relations communications tool.

4:35 – Strategies and Tools for Corporate Blogging author John Cass discusses the quantitative benefits of blogging, the benefits of B2B social media, and how corporate blogs can help businesses engage with their community.

6:25 – Strategies and Tools for Corporate Blogging author John Cass gives insight into the benefits of social media and the strategy used for building an online community at Forrester Research.

He discusses the benefits of social media tools such as blogs, Twitter, and interactive marketing forums.

7:50– Strategies and Tools for Corporate Blogging author John Cass explains how B2B public relations agencies use blogs differently from PR firms promoting consumer product launches and why public relations consultants are more concerned about privacy in a B2B marketing setting. John also lists the benefits of social networking in B2B marketing.

8:51 – Strategies and Tools for Corporate Blogging author John Cass on how online communities do not necessarily have to be free to be successful.

He talks about the Blog Council and how other thriving subscription-based associations make it easier for PR firms to accelerate their digital literacy, for a fee.

11:50 – Strategies and Tools for Corporate Blogging author John Cass discusses more ways to make an online community profitable. He talks about how pharmaceutical companies use social media in a highly regulated industry.

15:30 – Strategies and Tools for Corporate Blogging author John Cass discusses how to match the benefits of social media to specific communications objectives, the benefits of social media research, the benefits of online community management, and why he likes the book Building Community on the Web by Amy Jo Kim.

20:00- Strategies and Tools for Corporate Blogging author John Cass discusses the benefits of social networking by brand. He shares his thoughts on what changes he thinks would benefit the social networks.

22:40 – Strategies and Tools for Corporate Blogging author John Cass gives a preview of what he will be talking about at the Digital Impact Conference, which I’m chairing for the Public Relations Society of America like sustainable online communities, how to use social media for public relations, and how online communities can be built with blogs, online forums, and other social networks.

24:05 – End

Photo by Jakob Owens on Unsplash