Marketing Blogging Heroes

Posted on October 28, 2007 by Benjamin Koe


Michael Banks has written a book published by Wiley on today’s top bloggers called Blogging Heroes. 30 of them to be exact.

What is even more interesting than the content of these blogs is the marketing behind it. Wiley has given the PDFs of each chapter (where one chapter is an interview with one blogger) to the bloggers themselves to be shared on their blogs for free.

This play on ego is a very interesting marketing move that could possibly work well in the blogosphere where self-promotion is the name of the game.

But since the announcement was made on Friday, only the following bloggers have shared their chapters. So for those hoping to get a free e-book, you might have to wait a bit and for all I know, some bloggers may not want to do Wiley this favour.

Free chapters currently published:
Chapter 2: Chris Anderson (The Long Tail) [ PDF | Post ]
Chapter 4: Ina Steiner (AuctionBytes) [ PDF | Post ]
Chapter 6: David Rothman (Teleblog) [ PDF | Post ]
Chapter 9: Mark Frauenfelder (Boing Boing) [ PDF | Post ]
Chapter 25: Gary Lee (Mr. Gary Lee) [ PDF | Post ]
Chapter 29: Steve Garfield (Off The Tangent) [ PDF | Post ]

Let me know if you find other chapters and I’ll update this post.

(Updated: 3 November 2007)

Possibly related posts: (automatically generated)

Filed under: Marketing, Social Media

« Speed test of my broadband networks How to pimp Mac OS X Leopard’s dock »

6 Responses

  1. Steve Garfield, on October 29th, 2007 at 2:59 pm Said:

    Thanks for the mention. Here’s the original post where I provide the link to the chapter.

    It’s be nice if you included a link to the original in addition to or instead of just putting up a direct link to the pdf.

    See how George did it.

  2. Benjamin Koe, on October 29th, 2007 at 7:31 pm Said:

    Thanks for the suggestion Steve. I’ve updated it that way and added Gary Lee’s chapter.

  3. Michael A. Banks, on November 3rd, 2007 at 8:12 am Said:

    Hello, Benjamin, and thank you for the post about Blogging Heroes. In addition to those you listed, Ina Steiner of AuctionBytes has posted her interview:
    http://blog.auctionbytes.com/cgi-bin/blog/blog.pl?/pl/2007/10/1193613392.html

    –Mike

  4. Benjamin Koe, on November 3rd, 2007 at 12:53 pm Said:

    Thanks for the update Michael. I’ve updated the list. Just a thought, but will you make the rest of the PDFs available in time if the bloggers themselves choose not to post them?

  5. banksbook, on November 9th, 2007 at 2:38 pm Said:

    I believe we’ll be posting others at some point, though not in the immediate future. Before that, I intend to post some interviews that are not in the book.
    Cheers,
    –Mike

  6. Cool Insider, on November 10th, 2007 at 7:07 am Said:

    Interesting way to market a book, and I can see a lot of benefits in getting Word Of Mouth through this approach. There is an ongoing tussle in the publishing business between giving away content for free versus hoarding it all. I guess we have to balance between both needs.

Leave a Reply