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Introduction 1
Book I: Joining the Blogosphere 7
Chapter 1: Joining the Blogosphere 9
Chapter 2: Preparing to Start and Write a Blog 29
Chapter 3: Blogging Basics 43
Chapter 4: Blogging Rules and Ethics 65
Book II: Niche Blogging 79
Chapter 1: Understanding Niche Blogging 81
Chapter 2: Benefiting from a Niche Blog Approach 95
Chapter 3: Choosing Your Niche 105
Chapter 4: Writing for Your Niche 127
Book III: Corporate and Business Blogging 147
Chapter 1: Starting a Business Blog 149
Chapter 2: Developing a Business Blog Marketing Plan 175
Chapter 3: Choosing Business Bloggers 195
Chapter 4: Writing a Business Blog 213
Chapter 5: Keeping Yourself and Your Company out of Trouble 225
Book IV: Choosing a Blogging Application 239
Chapter 1: Choosing a Blogging Application 241
Chapter 2: Finding the Right Blogging Application 251
Chapter 3: Taking a Look at WordPress 269
Chapter 4: Using Google Blogger 299
Chapter 5: Understanding TypePad 327
Chapter 6: Blogging with Tumblr 355
Book V: Blogging Tools 375
Chapter 1: Search Engine Optimization 377
Chapter 2: Measuring Blog Performance 393
Chapter 3: Editing and Finding Images 409
Chapter 4: Understanding RSS, Blog Feeds, Subscriptions, and Syndication 427
Chapter 5: Blogging on the Go 441
Chapter 6: Creating a Podcast 451
Chapter 7: Creating a Vlog 469
Book VI: Promoting and Growing Your Blog 485
Chapter 1: Secrets to Blogging Success 487
Chapter 2: Building Community 495
Chapter 3: Social Networking 503
Chapter 4: Social Bookmarking 517
Chapter 5: Inviting or Being a Guest Blogger 529
Chapter 6: Hosting Blog Contests 539
Book VII: Making Money from Your Blog 551
Chapter 1: Blog Advertising 101 553
Chapter 2: Publishing Contextual Ads 561
Chapter 3: Using Text Link Ads 575
Chapter 4: Placing Impression Ads 583
Chapter 5: Making Money with Affiliate Advertising 589
Chapter 6: Publishing Sponsored Reviews and Paid Posts 603
Chapter 7: Merchandising for Profit 613
Chapter 8: Displaying Ads in Your Blog’s Feed 621
Chapter 9: Selling Ad Space Directly 629
Chapter 10: Benefiting from Indirect Monetization Opportunities 641
Book VIII: Microblogging with Twitter 649
Chapter 1: Getting the Short Story with Microblogging 651
Chapter 2: Getting Started with Twitter 657
Chapter 3: Getting More out of Twitter 675
Chapter 4: Using Third-Party Twitter Applications 693
Glossary 707
Index 717
Susan Gunelius is a 20-year marketing veteran and President and CEO of KeySplash Creative, Inc. (www.keysplashcreative.com), a marketing communications company. She writes about marketing, branding, and social media for Forbes and entrepreneur.com, is featured on CNBC and BusinessWeek.com, and owns the award-winning blog WomenOnBusiness.com.
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