das hat die Northeastern University (USA) zusammen mit der Firma Backbone Media untersucht. Und nicht so theoretisch, vielmehr ganz praktisch:
In order to identify the elements of a successful blog, the research team interviewed twenty corporate bloggers from companies of varied size and industry, and asked each blogger a series of standardized questions. (See Appendix 2.0) Only bloggers who had been blogging for over one year and considered their blogging efforts successful were eligible to participate. While the selection of participants was, therefore, somewhat subjective and limiting (without the resources to determine the most successful bloggers on the Web), the research team was able to identify common elements among the subject group and distinguish a number of factors for blogging success.
…
The five factors identified by the participants were:
1. Culture
2. Transparency
3. Time
4. Dialogue
5. Entertaining Writing Style and Personalization
Also, PDF downloaden und viel Spaß beim Lesen der 64 Seiten und 20 Blog-Beispiele aus der Praxis: Blogging Success Study (E-Mail Adresse angeben!).
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[…] Nachtrag (16.15h) für alle, die’s genauer wissen möchten: Robert Basic weist auf ein 64-Seiten Paper hin: Die Northeastern University (USA) hat zusammen mit der Firma Backbone Media Erfolgskristerien für ein Corporate Blog destilliert. […]