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• About the Author
• Dedication
• Author’s Acknowledgments
• Contents at a Glance
• Table of Contents
• Foreword
• Introduction
• About This Book
• Foolish Assumptions
• Conventions Used in This Book
• How This Book Is Organized
• Icons Used in This Book
• Where to Go from Here
• Part I: Getting Started with the Business of Blogging
• Chapter 1: Examining Blogging at the Professional Level
• Knowing What Professional Bloggers Do
• Building Your Online Community: The Blogging Advantage
• Deciding Whether a Blog Is Right for You
• Exploring the Blog and Business Connection
• Setting Your Professional Blogging Objectives
• Sketching Your Preliminary Plan
• Chapter 2: Finding Your Niche in the Blogosphere
• Building Your Blog-Analysis Toolbox
• Defining Your Audience
• Identifying the Competition
• Analyzing the Competition’s Strengths and Weaknesses
• Discovering Your Niche with a SWOT Analysis
• Creating Your Editorial Mission
• Chapter 3: Protecting Your Blog with Appropriate Business Policies and Practices
• Setting Up the Business End of Things
• Understanding U.S. Laws That Impact Your Blog
• Applying Trademark, Copyright, and Licensing Protections to Your Blogging Efforts
• Protecting Privacy
• Reviewing the FTC Guidelines for Endorsements and Testimonials
• Avoiding Libel
• Part II: Making Money with Your Blog
• Chapter 4: Monetizing Your Blog Strategy
• Having Realistic Expectations
• Understanding Your Monetization Options
• Matching Monetization to Your Business Goals
• Recognizing How Monetization Can Impact Your Blog Design
• Creating a Financial Plan
• Deciding Whether to Stay or Sell
• Getting Paid
• Chapter 5: Selling Products or Services on Your Blog
• Selling Products and Services
• Integrating Sales Authentically
• Measuring Sales Results
• Becoming a Thought Leader
• Chapter 6: Making Money from Advertising
• Gaining Perspective on Blogging for Money
• Getting a Sponsor
• Selling Ads
• Participating in an Ad Network
• Choosing the Right Advertising Network
• Understanding Affiliate Marketing
• Building Your Affiliate Marketing Program
• Chapter 7: Getting Paid for Your Words
• Discovering the Ways to Be Paid for Writing
• Making Money via Pay-Per-Post
• Writing for Other Blogs
• Getting a Traditional Media Gig
• Writing a Book
• Part III: Building Your Blog, Step by Step
• Chapter 8: Choosing Your Blog Name, Platform, and Web Hosting
• Naming Your Blog
• Creating and Registering Your Domain Name
• Choosing a Blog Platform and Hosting
• Chapter 9: Designing Your Blog
• Discovering How Blogging Software Incorporates Design
• Understanding Your Design Options
• Deciding Whether to Do It Yourself or Hire a Designer
• Pulling Together the Design Elements
• Chapter 10: Developing Your Blog Content
• Putting the Final Touches on Your Strategy
• Finding Your Voice
• Creating the Editorial Calendar
• Building a Blogroll
• Setting Your Editorial Policies
• Grabbing and Holding Readers’ Attention
• Part IV: Maximizing Your Blog’s Success
• Chapter 11: Getting the Word Out about Your Blog
• Telling Your Friends, Family, and Business Contacts
• Making New Friends
• Getting the Most Out of Your Social Networks
• Taking Full Advantage of Search Engines
• Chapter 12: Responding When Companies Come Calling
• Understanding Public Relations and Blogger Relations
• Developing Best Practices for Working with Marketers and PR Reps
• Avoiding Burnout and Staying Focused on Your Objectives
• Chapter 13: Monitoring and Measuring: Why They Matter
• Monitoring and Measuring Your Blog Activity
• Understanding Your Readership by Using Analytics
• Using Analytics Data to Improve Your Results
• Making Sense of Advertising and Affiliate Marketing Reports
• Using the Reports to Maximize Your Revenue
• Using Analytics and Reporting to Forecast
• Putting Metrics in Perspective
• Chapter 14: Keeping Your Blog Fresh
• Jump-Starting Your Muse
• Taking a Vacation
• Keeping Your Community Engaged
• Eyes to the Future: Growing Your Blog
• Part V: The Part of Tens
• Chapter 15: Ten Common Mistakes and How to Avoid Them
• Failing to Plan is Planning to Fail
• Succumbing to Shiny Object Syndrome
• Overcrowded Sidebars
• Buried Contact Information
• Forgetting to Check Your Design in Multiple Browsers, on Different Operating Systems
• Neglecting to Add an RSS Feed
• Not Knowing Your Subscribers
• It’s All about Me!
• If I Build It, They Will Come
• Forgetting to Update Your Copyright Date
• Poor or NonExistent Recordkeeping
• Chapter 16: Ten (Or More) Blogs You Can Learn from Simply by Reading
• ProBlogger
• Common Craft
• Want Not
• Copyblogger
• AlmostFearless.com
• Duct Tape Marketing
• Cake Wrecks
• Lip-sticking
• Mom-101
• GlobalVoices
• Bonus Sites
• Chapter 17: Ten Tips for Jump-Starting Your Creativity
• Capture Ideas in a Notebook
• Read the Paper
• Reread Your Favorite Posts
• Read Blogs
• Surf the ’Net Aimlessly
• Spend an Hour on Your Hobby
• Play a Game
• Look Up Childhood Friends on Facebook
• Take a Walk
• Move to a “Different Window”
• Index