Organizations often use blogs as a promotional vehicle to create superior value for their stakeholders. While blogs are one of the most utilized digital marketing tools, there has been limited academic research and in-depth applications on how to successfully design and execute such initiatives. This article fills that gap by providing a sound and systematic approach for implementing and improving this marketing communications priority. The case study explains how to launch, assess, and enhance a customer value blog to inform and engage readers. Using blogging and customer value literature as well as qualitative and quantitative metrics, research and strategic marketing insights are offered. Data are presented and analyzed from the Customer Value blog on viewership, comments, popular topics, categories of interest, and usage by geography, technology, and traffic sources. Recommendations to generate strong content, adapt and promote the blog, and teaching ideas are offered. Students, marketers, and businesspersons gain real world knowledge on the latest customer value topics from thought leaders. The process described in this article is readily adaptable by marketing educators and businesses interested in creating a blog to strengthen relationships with their target audiences.

组织经常使用博客作为宣传工具，为其利益相关者创造卓越价值。虽然博客是最常用的数字营销工具之一，但关于如何成功设计和执行此类计划的学术研究和深入应用却很有限。本文通过提供一种完善且系统的方法来实施和改进这一营销传播重点来填补这一空白。该案例研究解释了如何启动、评估和增强客户价值博客以告知和吸引读者。使用博客和客户价值文献以及定性和定量指标，提供研究和战略营销见解。从客户价值博客中呈现和分析有关收视率、评论、热门话题、兴趣类别和地理使用情况的数据，技术和流量来源。提供生成强大内容、改编和推广博客以及教学理念的建议。学生、营销人员和商人从思想领袖那里获得有关最新客户价值主题的真实知识。有兴趣创建博客以加强与目标受众的关系的营销教育工作者和企业可以很容易地采用本文中描述的过程。