I've always thought that Ice.com's blogs were the blog marketing pioneers. While most of us were sitting in webinars, wracking our brains trying to figure out how to "monetize" blogs, Ice.com was out their doing it with Just Ask Leslie and Sparkle Like the Stars -- effectively affiliate blogs that were written and managed by their own marketing team.
The blogs are smart in that they include fun, useful content, they use keyword effectively (no stuffing) and they updated frequently. "Sparkle" is particularly fun in its use of photos of celebs dekced out in stunning Hollywod bling -- juxtaposed with photos of Ice.com's similar rocks.
MarketingSherpa reveals how successful the blogs have been in a comprehensive Case Study. The results are pretty much what I was expecting: The blogs perform as well as a good affiliate -- but not as well as Search.
The article also includes some use-now tips on blog marketing -- including one or two I'll be talking to our Web Dev team about tomorrow.
Read the Case Study while it's free!! (presumably through 8/19/06)
(BTW, still feel really weird using the word "bling." Is it because I'm over 30, because I live in the 'burbs, or both?)