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Blogging for Business — How to Extract Value

Mike Raffensperger
Vice President of Strategy and Creative Development, Magnet Media

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About This Class

Blogs can be an incredibly effective means for generating interest, respect and authority for almost any business. A great business blog should create value for current and prospective customers while supporting overall business growth.

Thoughtful preparation, consistent execution and intelligent optimization are the keys to deriving the true value from a blog. In this course we’ll look at: conceptualization, design & development, content creation, promotion and metrics-based optimization.


  • Introduction 12:10
  • Editorial Discovery 6:15
  • Voice 15:06
  • Blog Content 15:38
  • Setup and Design 13:56
  • Promotion 13:36
  • Metrics and Optimization 5:38


  • Set up and maintain a business blog, including editorial planning, technological setup and design.
  • Identify your audience and create a plan to meet their needs
  • Analyze metrics with Google Analytics

About the Instructor(s)

Mike Raffensperger
Vice President of Strategy and Creative Development
Magnet Media

Mike Raffensperger is the Vice President of Strategy and Creative Development for Magnet Media, a leading digital production studio and marketing services firm. He has directed online campaigns for dozens of top-tier media and technology companies, including Apple, Microsoft, Adobe, Google, ABC, NBC, Showtime and DreamWorks Animation. Raffensperger is also a Fellow with the Punch Sulzberger Media Executive Residency Program at Columbia University’s Graduate School of Journalism and holds an undergraduate degree in Business Administration from Messiah College.

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