New Book on Blogging -- Business Blogs: A Practical Guide Shows How to Build Blogs That Mean Business

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Business Blogs: A Practical Guide by Bill Ives, Ph.D., and Amanda G. Watlington, Ph.D., A.P.R. provides practical advice, supported by 70 case histories, for those who want to build blogs that reach business audiences.

Business Blogs: A Practical Guide by Bill Ives, Ph.D., and Amanda G. Watlington, Ph.D., A.P.R., cuts through the hype surrounding blogs and blogging. This new volume draws on the experience of busy, successful people from all walks of life that have used blogs to build their businesses, connect with professional colleagues, try out new ideas and create communities of interest. This new book (available from is presented in two parts.

The first is a 220 page guidebook that covers the “what” and “how” of blogging in clear, accessible language. The second part includes 290 pages of interview notes drawing on the blogging experiences of 70 bloggers. It includes both “A-list” bloggers who have built broad readership and individuals who have intentionally built small, select but highly interconnected communities with whom they exchange information via the Web. The volume includes over 700 links and 100 illustrations.

Addressing the business uses of blogging, author Amanda Watlington notes: “In this book we wanted to go beyond the typical “how-to” guide and address who should and should not blog, how blogs support businesses and tips for connecting with the marketplace and people inside your organization.” She adds “We also felt it necessary to address technical topics such as how to write a blog that wins readers and builds search engine traffic and how to select the right blogging platform and make the most of the new RSS technology.”

The 70 bloggers interviewed for the cases come from all types of businesses. Some are from large organizations, others in small and medium-sized businesses. Those interviewed by the authors included bloggers in non-profit organizations who connected with communities around the globe, and consultants who have used blogging to build their businesses. In addition, the cases profile a number of bloggers who have built blogging tools or platforms, a service to the entire blogging community.

About the Authors

Bill Ives, Ph. D. ( is a consultant and writer who has covered business applications of emerging technologies including blogs, knowledge management, portals, and e-learning for over 20 years. Recently, Bill was the Accenture Practice Lead for Knowledge Management and Portals within their Human Performance Service Line.

Amanda G. Watlington, Ph.D., APR, ( is a marketing consultant and strategist who has been working with the Web since 1993. She is a renowned expert in the search industry, where she has developed patent-pending tools and methodologies for search marketing. She is the author of two books and has written feature articles for over thirty magazines and journals. She is a sought-after presenter and a recognized industry thought leader.

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