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- Herausgeber: John Wiley & Sons
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
The bestselling blogging book--updated in a new edition! Ready to make your mark on the online world? Start a blog! Blogging For Dummies provides you with information on blogging basics, the anatomy of a good blog, and the tools required to get started. Plus, you'll get advice on a blog topic, choosing a domain name and host, writing your first post, planning an editorial calendar, and using your blog as an important part of your personal brand. * Decide which of the major blogging platforms will work for you * Use SEO to drive traffic to your blog * Monetization through advertising and sponsorships * Create content that draws readers in Covering shifts in popular blogging platforms and tools, changes in social media, and the latest best practices in the blogosphere, this new edition sets you up for blogging success!
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Seitenzahl: 617
Veröffentlichungsjahr: 2019
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Blogging For Dummies®, 7th Edition
Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com
Copyright © 2019 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Control Number: 2019945515
ISBN 978-1-119-58805-4 (pbk); ISBN 978-1-119-58810-8 (ebk); ISBN 978-1-119-58808-5 (ebk)
Blogging For Dummies®
To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Blogging For Dummies Cheat Sheet” in the Search box.
Table of Contents
Cover
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1: Getting Started with Blogging
Chapter 1: Discovering Blog Basics
Making Yourself Comfortable with Blogs
Starting a Blog
Choosing What to Blog About
Creating a Successful Blog
Designing for Success
Chapter 2: Entering the Blogosphere
Assessing Your Involvement
What Happens When You Publish?
Blogging Ethically
Keeping Your Job While Blogging
Blogging without Embarrassing Your Mother or Losing Friends
Protecting Your Privacy and Reputation
Creating Your Brand
Chapter 3: Choosing and Hosting Blog Software
Having Your Own Domain Name
Finding Web Hosting
Deciding on the Right Blogging Software
Understanding Hosted Blog Software
Understanding Blog Software That You Install on Your Own Server
Part 2: Setting Up Your Blog
Chapter 4: Starting a Blogger Blog
Starting a Blog with Blogger
Writing a Post
Publishing Your Post
Viewing Your Blog Post
Selecting the Dashboard Settings
Customizing Your Blog
Chapter 5: Starting a WordPress Blog
Choosing between WordPress.com and WordPress.org
Starting a WordPress.com Blog
Writing a Post
Customizing Your WordPress.com Blog
Installing WordPress
Getting Familiar with Settings
Creating a Post
Customizing Your Design
Finding Out More about WordPress
Chapter 6: Creating a Squarespace Blog
Creating a Squarespace Account
Adding Blog Content
Customizing and Connecting
Chapter 7: Considering Other Blogging Platforms
Blogging with Wix
Writing with Weebly
Checking Out Additional Platforms
Part 3: Fitting In and Feeling Good
Chapter 8: Finding Your Niche
Deciding What Belongs on Your Blog
Learning from the Pros
Reaching Out to Other Bloggers
Chapter 9: Creating Great Content
Knowing Your Audience
Writing Well and Frequently
Drawing in Readers
Serving the Reader
Overcoming Writer’s Block
Chapter 10: Building Community with Comments
Getting Interaction Going with Comments
Managing Comments
Recognizing Spam Comments
Fighting Spam with Software
Dealing with Coverage on Other Blogs
Chapter 11: Blogging Anonymously
Deciding How Much Anonymity You Need
Going Anonymous
Approaching Content Cautiously
Stepping Up Security
Resources
Part 4: Going Beyond Words
Chapter 12: Working with Photos
Keeping It Simple
Getting Equipped
Choosing Visuals for Your Blog
Editing Photos
Chapter 13: Starting a Podcast
Deciding to Podcast
Planning Your Podcast
Assessing the Tools
Dressing Up Your Podcast with Music and Sound Effects
Publishing Your Podcast
Promoting Your Podcast
Chapter 14: Diving into Vlogging
Defining Vlogging
Setting the Stage
Editing Your Vlog
Promoting Your Vlog
Chapter 15: Leveraging Community with Forums
Deciding Whether Forums Will Work for You
Researching Software Options
Choosing between Free and Commercial Forum Software
Getting Finicky about Features
Installing Forum Software
Cultivating Community Standards
Part 5: Marketing and Promoting Your Blog
Chapter 16: Making Your Blog Easy to Find
Diving into SEO
Branding Your Blog
Reaching Out with RSS
Making the Most of RSS
Chapter 17: Getting to Know Social Networking
Thinking Strategically
Getting Familiar with Social Networks
Sharing It All
Chapter 18: Joining the Big Four Social Networks
Joining Facebook
Understanding Twitter
Getting Started with Twitter
Getting Started with LinkedIn
Connecting through Instagram
Chapter 19: Measuring Blog Presence
Exploring the Power of Statistics
Knowing What the Statistics Mean
Getting Web Stats
Part 6: Getting Business-y with It
Chapter 20: Making Mad Mad Money
Finding Out How Advertising Works
Joining an Ad Network
Putting Ads on Your Blog
Getting Paid to Post
Making the Most of Affiliate Marketing
Seeking Sponsorships
Accepting Gifts, Not Obligations
Viewing Your Blog as an Influential Platform
Chapter 21: Blogging for Companies
Putting Blogs to Work for Your Business
Planning for Business Blog Success
Delivering with Technology
Advertising on Blogs
Leveraging LinkedIn
Part 7: The Part of Tens
Chapter 22: Ten Ways to Grow Community
Write Often
Listen and Respond to Readers
Visit and Participate
Guest Blog and Invite Guest Bloggers
Communicate via Email and Newsletters
Get Social
Involve Your Readers
Connect Offline
Go Mobile
Diversify
Chapter 23: Ten Things All Bloggers Should Do
Discover Your Voice
Stoke Your Muse
Survey Your Readers
Find Your Tribe
Know Your Traffic Sources
Set Goals
Define Success
Create a Monetization Plan … or Not
Prepare to Grow
Know When You're Done
Index
About the Author
Advertisement Page
Connect with Dummies
End User License Agreement
List of Tables
Chapter 5
TABLE 5-1 WordPress.com versus WordPress
Chapter 10
TABLE 10-1 Comment Moderation Options
List of Illustrations
Chapter 1
FIGURE 1-1: The Bloggess blogs about her life — hilariously.
FIGURE 1-2: Jennifer Leal uses her blog, Savor the Thyme, to raise awareness abo...
FIGURE 1-3: The Castle Run is the pixie-dust-filled online home of one very devo...
FIGURE 1-4: TechCrunch is your source for satisfying your gadget news appetite.
FIGURE 1-5: Southwest Airlines uses a blog and community page to connect with co...
FIGURE 1-6: Postpartum Progress developed from the blog owner’s personal struggl...
FIGURE 1-7: The Craft Blog by Trimcraft combines a blog with an online store and...
FIGURE 1-8: The Craft Blog by Trimcraft creates an online community through the ...
FIGURE 1-9: The Mama Maven is written by blogger Nancy Horn.
FIGURE 1-10: A categorized archive.
FIGURE 1-11: Social media buttons.
FIGURE 1-12: A link to the author biography page.
FIGURE 1-13: A link to an RSS feed.
FIGURE 1-14: You can publish a blog by simply filling in a few form fields and c...
Chapter 2
FIGURE 2-1: Disclosing paid partnerships is not just the right thing to do; it’s...
FIGURE 2-2: When she has new information to add to a blog post, Amy Oztan adds a...
FIGURE 2-3: Sometimes the best way to handle a blog mistake is to address it hea...
FIGURE 2-4: The carefully branded homepage of Teachmama makes clear the site’s f...
FIGURE 2-5: Carol Cain rebranded as Girl Gone Travel after first blogging succes...
Chapter 3
FIGURE 3-1: Think creatively to find a blog name and domain that is perfect for ...
FIGURE 3-2: Bust a Name can help you brainstorm name possibilities for your doma...
FIGURE 3-3: Check the web host for package comparison charts to help make your d...
FIGURE 3-4: The Finer Things in Life organizes blog posts by category or by topi...
FIGURE 3-5: Use WordPress.com to get a free but powerful blog.
Chapter 4
FIGURE 4-1: Creating a Google account is the first step to blogging on Blogger.
FIGURE 4-2: Choosing a display name on Blogger gets you started as a blogger.
FIGURE 4-3: Once you select Create New Blog, you can begin writing your very own...
FIGURE 4-4: If you have an existing Google account, sign in to create your Blogg...
FIGURE 4-5: Choose a name for your new Blogger blog.
FIGURE 4-6: Use Google to find a custom domain name for your blog.
FIGURE 4-7: Use the Blogger Dashboard to get started writing blog posts for any ...
FIGURE 4-8: Posting to your blog is as easy as using a web-based email service.
FIGURE 4-9: Use the Link icon to create clickable text in your blog post.
FIGURE 4-10: Selecting an image you have uploaded allows you to size and align i...
FIGURE 4-11: The Blogger Settings area allows you to edit a variety of aspects o...
FIGURE 4-12: You can preview the Blogger themes when you start a new blog.
FIGURE 4-13: Select a new background image within the Blogger Theme Designer.
FIGURE 4-14: Select new colors for many elements with the Blogger Theme Designer...
FIGURE 4-15: Use the Layout page in Blogger to customize your blog layout.
Chapter 5
FIGURE 5-1: WordPress.org is the open source release of the WordPress platform.
FIGURE 5-2: Visit WordPress.com to create your WordPress.com blog.
FIGURE 5-3: Consider using your existing Google account to create your free Word...
FIGURE 5-4: Create the domain name for your WordPress.com blog.
FIGURE 5-5: Select your domain name from the options provided.
FIGURE 5-6: WordPress.com offers both free and paid versions.
FIGURE 5-7: Select Launch Site in order for the public to be able to view your n...
FIGURE 5-8: Use the Settings section of your dashboard to customize aspects of y...
FIGURE 5-9: Selecting the Write button takes you to the blog post creation page....
FIGURE 5-10: Selecting the Blog Posts menu item allows you to create a new post....
FIGURE 5-11: WordPress.com uses customizable blocks to offer bloggers options wi...
FIGURE 5-12: Select post options and hit Publish to share your work with the wor...
FIGURE 5-13: The Customize menu option allows you to change the look and feel of...
FIGURE 5-14: Options to customize your blog will vary according to the theme you...
FIGURE 5-15: Web hosts make installing WordPress on your blog simple and easy.
FIGURE 5-16: After you extract the WordPress files to your hard drive, you shoul...
FIGURE 5-17: This FileZilla interface, which has the hard drive on the left and ...
FIGURE 5-18: phpMyAdmin is a tool that you can use to manage and create database...
FIGURE 5-19: Provide the database information to the WordPress installer.
FIGURE 5-20: Prepare to spend a lot of time with the WordPress Dashboard.
FIGURE 5-21: Adding a new post using WordPress.
Chapter 6
FIGURE 6-1: To create your Squarespace account, click Get Started.
FIGURE 6-2: Squarespace begins by suggesting the best template for your site.
FIGURE 6-3: After you have selected a design template, create your free account....
FIGURE 6-4: Squarespace allows you to dive right in with the creation of your ne...
FIGURE 6-5: Get started with your new Squarespace blog by checking out the home ...
FIGURE 6-6: The Add Post menu item allows you to add content to your blog.
FIGURE 6-7: There are multiple options for your new blog post within the post cr...
FIGURE 6-8: The block menus within your blog post allow you to add non-text cont...
FIGURE 6-9: Use the Connect Account menu to select which social media accounts t...
Chapter 7
FIGURE 7-1: You can take your Wix blog to the next level with its Premium Plans....
FIGURE 7-2: New Wix users can create an account using an existing social media a...
FIGURE 7-3: Wix uses a series of questions to help bloggers customize their site...
FIGURE 7-4: Hovering over a section of your Wix blog allows you to edit and cust...
FIGURE 7-5: Weebly offers both free and paid options.
FIGURE 7-6: It is easy to dive right in to editing your blog on Weebly.
Chapter 8
FIGURE 8-1: Felicia Carter’s Go Grow Go is a memoir of a mother raising two chil...
FIGURE 8-2: Jacks & Kate walks readers step-by-step through craft projects such ...
FIGURE 8-3: Little Tech Girl is a perfect example of turning a passion for techn...
FIGURE 8-4: Truthdig, winner of four Webby Awards, challenges conventional polit...
FIGURE 8-5: Savings Lifestyle reaches the large deal-seeking audience.
FIGURE 8-6: The Nester provides design inspiration and insights to her loyal aud...
FIGURE 8-7: Comet Camper is a super-niche blog focusing on people who want to li...
FIGURE 8-8: Mama’s Geeky includes posts about technology, Disney travel, and act...
Chapter 9
FIGURE 9-1: Use Twingly to find your competitors’ blogs.
FIGURE 9-2: From Hip to Housewife clearly shows readers the type of content they...
FIGURE 9-3: Heather of Home-Ec 101 allowed herself to be vulnerable with her rea...
FIGURE 9-4: Erin from A Parenting Production invites her readers into her toughe...
FIGURE 9-5: A Google Calendar is a wonderful option to create a free content cal...
FIGURE 9-6: Begin the creation of your Google Calendar content calendar by selec...
FIGURE 9-7: Once you have created your calendar, give it an easy to remember nam...
FIGURE 9-8: You can customize your free Google Calendar settings to meet your ne...
FIGURE 9-9: See what searches are popular in Google Trends.
FIGURE 9-10: “8 Reasons to Visit Walt Disney World This Summer” is an example of...
Chapter 10
FIGURE 10-1: Wordpress.com includes comment content guidelines in the blogger Te...
FIGURE 10-2: Pistol Packin’ Dad displays a very clear blog comment policy for it...
FIGURE 10-3: A spam comment disguised as a real comment.
FIGURE 10-4: On my blog, Resourceful Mommy, the visual CAPTCHA is designed to le...
Chapter 12
FIGURE 12-1: Use Google Photos to quickly import, edit, and share photos.
FIGURE 12-2: When you post photos on Flickr, your friends and other Flickr membe...
FIGURE 12-3: Photos are an invaluable addition to a food blog.
FIGURE 12-4: Picmonkey allows users to add creative features beyond standard pho...
Chapter 13
FIGURE 13-1: The I Simply Am podcast page provides readers with an additional wa...
FIGURE 13-2: Audacity is a popular audio-editing software program.
FIGURE 13-3: Search Creative Commons for licensed content to use in your podcast...
FIGURE 13-4: Magnatune is one of the only record labels that specifically allow ...
Chapter 14
FIGURE 14-1: YouTube is a highly popular — and free — vlogging platform.
FIGURE 14-2: Windows Movie Maker is one example of a video editing program that ...
Chapter 15
FIGURE 15-1: Lipstick Alley provided a solution to an overwhelming comment conve...
FIGURE 15-2: Threaded comments display conversations so that they appear to be v...
Chapter 16
FIGURE 16-1: Utilize the “alt text” field when uploading images to help search e...
FIGURE 16-2: The Centsible Life shows potential readers what they can expect fro...
FIGURE 16-3: Web feeds aren’t very pretty to look at.
Chapter 17
FIGURE 17-1: The Sisters’ Hood Facebook page utilizes the same fonts and images ...
FIGURE 17-2: The Sisters’ Hood blog is easily recognizable to social media fans ...
FIGURE 17-3: The visual branding of The Sisters’ Hood Twitter account matches pe...
FIGURE 17-4: Blog Facebook Pages provide a space for conversation beyond blog co...
FIGURE 17-5: Facebook allows you to communicate with millions of potential reade...
FIGURE 17-6: Last.fm shares what music you play and recommends music that you ma...
FIGURE 17-7: Use Shareaholic as a shortcut to getting more traffic to your blog....
Chapter 18
FIGURE 18-1: Creating a Facebook account is free and easy.
FIGURE 18-2: Social media icons lead readers to your social media pages and acco...
FIGURE 18-3: You can post a tweet on Twitter very quickly.
Chapter 19
FIGURE 19-1: Author Amy Lupold Bair uses StatCounter to track Resourceful Mommy’...
FIGURE 19-2: Track where your visitors live by using a stat program such as Stat...
FIGURE 19-3: StatCounter breaks down page loads for a given day.
FIGURE 19-4: Keep tabs on how much of your traffic is new and how much is repeat...
Chapter 20
FIGURE 20-1: Contextual advertising puts blogging tool ads next to a post on the...
Chapter 21
FIGURE 21-1: Maggie Whitley Designs combines an online store with a popular blog...
Chapter 22
FIGURE 22-1: Support other members of your blog community to build your own audi...
FIGURE 22-2: Survey Monkey offers a free tool where you can poll your readers to...
Guide
Cover
Table of Contents
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Introduction
Allow me to be the first to welcome you to the blogosphere, an exciting and energetic space online that people are using to share their lives, build communities, and create personal brand platforms. Blogging For Dummies, 7th Edition, is designed to help you through the process of starting a blog quickly, and it gives you the tools you need to make the most of your experience in the blogosphere. The entire book is updated and includes the very latest in blogging tips and tricks. Prepare to join the world of blogging!
About This Book
This book is designed to be useful for all kinds of bloggers, whether you're the CEO of a major corporation or a hobbyist with a passion for communicating. I focus on what makes a blog work — and how a blog can work for you. Also, I realize that not everyone has the technical skills necessary to start a blog, so I provide options for all levels of experience.
This book is useful to you whether you're interested in learning more about blogging or becoming a blogger yourself. I cover everything from technology to social media, so you can go forward knowing you have a resource that covers every aspect of this exciting medium.
Whether you're building a blog as a rank beginner or redesigning an existing blog to make it better, you can find everything you need in these pages. The fact that you're holding this book likely means you have some ideas about starting a blog — and I want to get you started right away!
The first part of the book gets you blogging quickly and safely. Chapter 1 introduces you to blogging, Chapter 2 walks you through the world that is the blogosphere, and Chapter 3 helps you choose the software and tools you need to get started. By the time you reach Part 2, you will already be selecting your very own blogging platform.
However, you don't have to memorize this book or even read it in order. Feel free to skip straight to the chapter with the information you need and come back to the beginning later. Each chapter is designed to give you easy answers and guidance, accompanied by step-by-step instructions for specific tasks.
I include sidebars that give you more information, but you don't need to read those sidebars if you're short on time. A Technical Stuff icon also indicates helpful extras that you can come back to when you have more time.
Whether you’re blogging from your smartphone or from your home computer, screens are an important aspect of blogging. For this reason, you’ll see screenshots throughout this book to help you visualize each next step you should take. These screenshots will even provide you with examples of existing blogs to inspire you!
URLs (web addresses) or email addresses in text look like this: www.resourcefulmommy.com. Sometimes, however, I use the full URL, like this: http://traction.tractionsoftware.com/traction because the URL is unusual or lacks the www prefix.
Most web browsers today don't require the introductory http:// or even the www prefix for web addresses, though, so you don't have to type them in.
Foolish Assumptions
If you can write an email, you can write a blog. Have confidence in yourself and realize that blogs are an informal medium that forgives mistakes unless you try to hide them. In keeping with the philosophy behind the For Dummies series, this book is an easy-to-use guide designed for readers with a wide range of experience. Being interested in blogs is all that I expect from you.
If you're new to blogs, this book gets you started and walks you step by step through all the skills and elements you need to create a successful web log. If you've been reading and using blogs for some time now, this book is an ideal reference that can help you ensure that you're doing the best job possible with any blog that you start or manage.
That said, you don't need to know much more than how to use a web browser, open and create files on your computer, and get connected to the Internet, so you don't need to be a computer genius, either. You can even blog from your smartphone!
Icons Used in This Book
Here's a rundown of the icons I use in this book:
The Remember icon reminds you of an important concept or procedure to store away in your memory bank for future use.
The Technical Stuff icon signals technical stuff that you might find informative and interesting, but that you don't need to know to develop the blogs described in this book. Feel free to skip over these sections if you don't like the techy stuff.
Tips indicate a trick or technique that can save you time and money — or possibly a headache.
The Warning icon warns you of any potential pitfalls — and gives you the all-important information about how to avoid them.
Beyond the Book
In addition to what you’re reading right now, this product also comes with a free access-anywhere Cheat Sheet that tells you how to select blogging software, guides you on what kind of blogger to be, and tells you all about the blogging software applications that are out there. To get this Cheat Sheet, simply go to www.dummies.com and search for “Blogging For Dummies Cheat Sheet” in the Search box.
Where to Go from Here
Turn to Chapter 1 to dive in and get started with an intro to blogs and an overview of why this medium is so exciting for so many people. If you just want to get started blogging today, read over Chapter 3 then dive right in to Part 2. Already have a blog but want to do more with it? Stop by Chapter 9 to learn more about creating content, or consider jumping to Part 5, “Marketing and Promoting Your Blog.” Good luck!
Part 1
Getting Started with Blogging
IN THIS PART …
Recognizing the hallmarks of a blog, choosing a blog topic, and learning how to create great content
Understanding what happens when you publish, creating your personal brand, and using some commonsense guidelines when it comes to your job, family, and identity
Getting a domain name, finding a good web host, determining whether to use hosted or non-hosted software, and getting your blog software in place
Chapter 1
Discovering Blog Basics
IN THIS CHAPTER
Recognizing the components of a blog
Getting started with your own blog
Selecting a blog topic
Blogging successfully
By now, you've probably heard the word blog tossed around by all kinds of people, seen it show up in news stories or cited on TV news broadcasts, or you may even have a child, friend, or coworker who has a blog. Bloggers are partnering with businesses, and businesses are even creating their own blogs to reach out to their customers. But what exactly do all these people mean when they say they have a blog? And what does a blog written by a teenager have in common with one written by a CEO?
Don't be too hard on yourself if you aren't exactly sure what a blog is. The word blog actually originated from a mash-up of two other words — web and log — so if it sounds made up, that's because it is. In its original form, a blog is a chronologically ordered series of website updates, written and organized much like a traditional diary, right down to the informal style of writing that characterizes personal communication. Over the years, the term blog has come to describe a wide variety of online communications and media. Blogging is continuously evolving and growing!
In this chapter, you find out just what makes a blog bloggy and why so many people are outfitting themselves with one like it's the latest celebrity fashion trend. (Hint: It's not just that we're all narcissists!) You can get some ideas that you can use to start your own blog and become part of the blogosphere (the community of blogs and bloggers around the world).
Making Yourself Comfortable with Blogs
I talk to a lot of people about blogs, many of whom know that you find blogs online, but some who also have the impression that all blogs are written by extreme thinkers, cranky complainers, or fashion-obsessed online influencers. Some blogs really are diaries in which the blogger records the minutiae of day-to-day life — but blogs are often much more than that, and all kinds of people write them.
One of my favorite blogs (see Figure 1-1) falls into the personal diary category: The Bloggess (http://thebloggess.com). The personal blog of writer Jenny Lawson, The Bloggess follows everything from stories of taxidermied raccoons riding on cats to giant metal chickens left on doorsteps.
Source: www.thebloggess.com
FIGURE 1-1: The Bloggess blogs about her life — hilariously.
Think of a blog this way: It's a kind of website. All blogs are websites (the opposite isn't true, though), and neither the content nor the creator makes a blog a blog — the presentation does. A blog can be many things: a diary, a news source, a photo gallery, or even a corporate marketing tool. Blog content can include text, photos, audio, and even video, and bloggers talk about nearly any subject that you can imagine.
One of the reasons blogs have become such a popular way of publishing a website is because they're particularly good at generating high search-engine rankings. If you have a blog, it's more likely than a standard website to come up high in lists of search results for the topics you discuss. The reason? Your posts are fresh and recent. Search engines give an extra boost to web pages that have the most recently updated or created content related to the keywords that someone is searching for. And better search-engine listings mean more visitors, more readers, more comments, and a more vibrant community. Individuals and companies have taken advantage of the blog medium to reach out to web users.
How people use blogs
With millions of blogs in the world — the blog platform Wordpress.com (http://wordpress.com) reports that a new Wordpress.com blog is created every six seconds — it's obvious that blogging is a popular and successful format for publishing a website. Don’t believe me? Stop by the Worldometers site (www.worldometers.info/blogs) to watch the number of blog posts published each day update in real time. It’s mind-boggling! But just what are people doing with blogs? They can't all be posting pictures of their cats!
And they aren't. Bloggers are using the blog format to communicate effectively in all kinds of information spheres, from the personal to the professional. In fact, many blogs serve multiple purposes at the same time, mixing posts about activities at home with news pertaining to work. Your blog can serve many purposes in your life, including creating income!
Documenting your life
A lot of folks use blogs for the same reason they might keep a diary — to chronicle their lives and activities. This urge to communicate appears in all kinds of mediums, from scrapbooking to taking digital photographs. If you're interested in sharing personal details with others, a blog gives you a fast, efficient way to do so.
If you send holiday newsletters every year or email a group of friends and family to let them know about exciting events in your life, you can have a lot of fun with a blog. You can blog as often as you want, and your readers visit when they're ready to get more information. Best of all, each blog post gives your friends and family a quick way to respond to you; they have only to leave a comment on your blog post. You might find you're talking more with your family than ever before!
Of course, not all lives come up roses every day; they can't all be wedding and travel blogs. Personal blogs can be intense when they document rough times. Jennifer Leal (http://savoringthethyme.com), a Rhode Island-based blogger, uses her blog, Savor the Thyme, shown in Figure 1-2, to document her experience with leukemia along with other aspects of her life from family to career. She even uses her blog to raise awareness about the need for bone marrow donors and the Be the Match program (http://join.bethematch.org/jennifersmission).
Source: www.savoringthethyme.com
FIGURE 1-2: Jennifer Leal uses her blog, Savor the Thyme, to raise awareness about the need for bone marrow donors.
In your eagerness to let your friends know about what you're up to, don't forget that anyone in the world can access a blog (unlike a real diary or scrapbook), now and in the future. Don't publish anything that you might find embarrassing in the future, and have the same consideration when you talk about others or use photographs.
Exploring a hobby or passion
If you have a passion or hobby that you just love to talk about, consider doing so in a blog. Anyone who shares your interest is a potential reader and is bound to be looking for more information wherever he or she can find it. This is also a great way to find like-minded people and join or build an online community!
You can detail your own experiences, offer advice to others, drum up support for whatever you like to do, or just talk about what you love. Best of all, you might be able to make connections with others who share your infatuation, making friends and finding ways to get involved with your hobby more deeply.
Lisa blogs about one of her biggest passions: Disney. The Castle Run (www.thecastlerun.com) is her personal labor of love where she writes about her family and their love of all things Disney. The Castle Run is also a great way for Lisa to introduce readers to the latest Disney Parks offerings, providing answers to questions from future Disney Parks guests. Check out The Castle Run in Figure 1-3.
Source: www.thecastlerun.com
FIGURE 1-3: The Castle Run is the pixie-dust-filled online home of one very devoted Disney fan.
Sharing information
Sometimes a blog is all about sharing information. Journalists use blogs to report on local, national, and international news; critics and commentators use the medium to state their opinions and predictions; educators keep parents and students abreast of classroom happenings and dates; coworkers let colleagues in geographically distant offices know what's going on in relation to collaborative projects. The uses of the informational blog are really limitless.
One popular information blog is TechCrunch (www.techcrunch.com). This guide to all things Internet covers everything from the latest startups to the newest tech gadgets and, of course, is a frequently updated home to breaking news in the world of tech. You might not find every post useful, but if you're trying to keep up with the breakneck pace of technological innovation on the Internet, you may find TechCrunch (shown in Figure 1-4) and blogs like it invaluable resources.
Source: www.techcrunch.com
FIGURE 1-4: TechCrunch is your source for satisfying your gadget news appetite.
Making money
You have spent a lot of time creating, writing, and promoting your blog, and that time has paid off in the form of a large audience. Why not turn that influence into dollars? That's a question many a popular blogger has asked, and you can make it happen in increasingly varied ways. As the online world changes and grows, so do the ways for you to cash in!
A common and straightforward technique involves including advertisements on your blog pages. For example, Google AdSense (www.google.com/adsense) provides in-page advertising that's designed to match the content of your blog and therefore be of interest to your readers. Each time a visitor to your blog clicks one of these advertising links, you earn money from Google. I talk more about making money from advertising programs, affiliate links, sponsorships, and more in Chapter 20.
Of course, brands and public relations firms haven't missed out on the fact that blogs can help drum up interest in their products and services or inform and connect with consumers. In fact, blogs have proven to be a great way to drive purchase decisions. Many companies, small and large, have added blogs to their websites, and they use the blogs to start conversations with their customers and potential customers. Independent bloggers have also transformed into online influencers, partnering with companies in exchange for free product or cash payment. In many cases, use of the informal voice of the blog medium has helped customers connect with the real people who work within these organizations. This personal connection improves a company's credibility and often enhances customer recognition of its brand and values.
Southwest Airlines has taken this approach by creating a blog and online community at www.southwestaircommunity.com. The site (shown in Figure 1-5) covers everything from winter storm updates to upcoming promotional partnerships, all chronicled in frequently updated blog posts. Southwest tries to make sure that the blog represents many voices inside the company, from managers to captains — even the president of the company. As with personal blogs, the tone is light and conversational, making the company seem friendly and accessible and encouraging discussion.
Source: www.southwestaircommunity.com
FIGURE 1-5: Southwest Airlines uses a blog and community page to connect with consumers.
Promoting a cause
For some, creating a blog is less about simply telling a story and more about promoting a cause or mission. Whereas many bloggers first find their voice and later use the influence of their online platform to draw attention to a favorite charity or interest, others create their online home with the express purpose of championing a cause.
Katherine Stone, the founder of the blog Postpartum Progress (www.postpartumprogress.com), created her blog — which has come to include a team of contributors — with the purpose of both raising awareness of postpartum depression and providing support to pregnant and new moms (shown in Figure 1-6). The site has developed into the most widely read blog in the world dealing with the topics of postpartum depression and maternal mental illness.
Source: www.postpartumprogress.com
FIGURE 1-6: Postpartum Progress developed from the blog owner’s personal struggle with postpartum depression.
Flexing creative muscles
When I first began blogging, I was a stay-at-home mom with a 4-year-old and a 2-year-old. I had transformed from someone who loved writing, playing music, and drawing to someone who felt buried under the daily tasks of keeping a home running. Blogging was a welcome opportunity to flex those long-dormant creative muscles!
The world of blogging provides creatives with nearly endless opportunities to be inventive. Interested in photography? Create an image-based blog that centers around your photographs! Have a hidden hobby that you’d rather not bring into your daily life? Find your peers through your hobby-based blog and let your banner fly!
Because blogs can be inexpensive — even free — and easy to change and adapt as imagination dictates, they’re a smart option for those looking to add some creativity to their lives.
Establishing an online platform
Are you familiar with the term online influencer? Online influencers establish themselves as authorities in a certain area such as travel or fashion and use that influence to earn income and topic related perks such as trips or shopping hauls.
For many bloggers, the blog itself is their way to become an online influencer. Creating a blog is a fabulous way to put down some roots on the Internet, build an audience, and establish an online footprint. Some bloggers do this with the hope of a future book-writing contract, whereas others use their blogs as an opportunity to highlight their expertise in a particular area.
Creating a community
The world can be a lonely place until you wake up one morning and realize that there are people interacting online 24 hours a day, 7 days a week! Although I’m certainly not encouraging checking out of the IRL — in real life — world in order to live only on the Internet, the fact is that blogs are a wonderful opportunity to connect with like-minded people. Some find their joy in helping birds of a feather flock together. A niche-blog can quickly become a place for lifelong friendships to be made and resources to be shared.
The Craft Blog by Trimcraft (www.thecraftblog.com), shown in Figure 1-7, combines a popular crafting blog with an online store and crafting community through their popular forums (shown in Figure 1-8), where crafters can connect and share ideas and resources.
Source: www.thecraftblog.com
FIGURE 1-7: The Craft Blog by Trimcraft combines a blog with an online store and more.
Source: www.thecraftblog.com
FIGURE 1-8: The Craft Blog by Trimcraft creates an online community through the use of forums.
Recognizing a blog
You've probably already encountered a blog online even if you didn’t recognize it as such at the time. Because the blogger isn't required to put a big This Is a Blog! sticker at the top of the page, you might not have realized that you were looking at a blog. If you’re ready to dive headfirst into the world of blogging, consider becoming familiar with typical blog elements as a way to dip your toe into the water.
Regardless of what the blog is about or who writes it, blogs typically feature
Frequent updates:
Most bloggers update their blogs a few times a week, but some bloggers even update them more than once a day. Some blogs don't have a schedule for publishing; the blogger simply updates the blog when it seems appropriate. Other blogs follow predictable editorial calendars that may include recognizable weekly themes such as a recipe of the week or a round-up of coupon deals.
Posts or entries:
Each time a blogger updates the blog, he or she creates a blog
post,
or entry, that he or she then adds to the blog.
Permalinks:
Each time a blogger adds a post to his or her blog, that post typically appears on the blog's home page. At the same time, blog software creates a
permalink
page to contain only that blog post and its comments. (The word
permalink
is short for “permanent link.”) Permalink pages are a big part of why blogs do so well with search engines — every post adds a new page to your website and provides another opportunity for your blog to come up as a search result.
Reverse chronological order:
When a blogger writes a new blog post, that post typically appears at the top of the blog's first page. For blogs that follow a reverse chronological format, the next time the blogger writes a post, it shows up at the top, and the older posts move down the page.
Comments:
Most (though not all) blogs allow readers to leave comments — short text messages — in response to blog posts. Comments really differentiate a blog from most websites by encouraging interaction and conversation.
Search feature:
Blogs typically feature a search window, allowing readers to locate previous posts quickly by searching past content for specific keywords and topics.
Social sharing icons:
Bloggers generally want readers to be able to connect with them in a variety of ways, including on social media. Most blog owners prominently display social media icons to both connect the blog to the related social media accounts and to allow blog content to be shared by readers via social media platforms.
Archives:
Because blogs are updated so frequently, bloggers often sort their blogs into a date- or theme-based archive so that readers can find older information easily.
Categories:
Bloggers can sort posts by subjects or categories, which allows a blogger to blog about a number of different topics and lets readers focus on the topics that most interest them.
BLOGGING THROUGH THE AGES
The concept behind a blog isn't new; after all, people have been keeping diaries and journals since the invention of the written word. Even on the web, diary websites existed long before anyone used the word blog.
No one really knows when the first true blog was created, but estimates put the date around 1994. The term weblog came into existence in 1997, and it was quickly shortened to the more colloquial blog. If you want to read more about the history of blogging, read author Rebecca Blood's essay on the early days of blogging at www.rebeccablood.net/essays/weblog_history.html.
No one can really measure the number of blogs in the world, for a number of technical reasons and because blogs can be short-lived (accidentally or deliberately). All studies of numbers, however, indicate that the number of blogs increases dramatically every month. For example, according to Statista (www.statista.com), there were nearly 30 million bloggers in the United States alone in 2015, and the site anticipates that there will be upwards of 32 million bloggers by 2020. Welcome to the (very large) club!
Blog anatomy: Dissecting a typical blog
In this section, I give you a tour of the usual blog elements by using writer Nancy Horn’s blog, The Mama Maven (www.themamamaven.com). Climb in, buckle up, and let’s have a look around! Nancy’s blog has all the usual features that I discuss in this section, as shown in Figure 1-9 — and a few more bells and whistles as well.
Source: www.themamamaven.com
FIGURE 1-9: The Mama Maven is written by blogger Nancy Horn.
Most blogs — no matter what topic they cover — look quite similar because the elements of one blog are common to most blogs. Nancy’s is no exception.
Those common elements are as follows:
Branding/logo header:
A
header
at the top of the blog displays the name of the blog, often including a logo or other visual element. This header is often visible on every page of the blog, thereby identifying the blog even to a visitor who visits one of the interior pages without first going to the home page. In
Figure 1-9
, the header contains the name of the blog in a graphic as well as the blog's
navigation
— the links to the different parts of her site.
Most recent posts:
On many blogs, the most recent post appears at the top of the blog's home page. While you scroll down the home page, you see the next most recent post, and the next most recent post, and so on. New posts are typically at the top, making it easy to find the latest, freshest information when you visit. The number of posts displayed on the first page depends on the blog's style. Some blog home pages are organized by category and show the most recent posts in each of the categories featured. Some display the full text of a post, whereas others show only an introduction or image, requiring readers to click to read the entire post. To read older posts, you can visit the archives or utilize the search field.
Post information:
Along with each entry, blog software displays information
about
the post. This sort of post information typically appears — but a blogger doesn't have to include it. A blog might be missing an element or two that I list or have others that I don't mention:
The date and time the post was published.
The name of the post's author. On blogs that have multiple authors, the visitor may find this info especially valuable.
The number of comments on the post.
A link to the permalink page, usually labeled Permalink. Sometimes, you can both read and write comments on the permalink page.
The category in which the blogger has placed the post.
Other links to bells and whistles unique to the blog, such as the links to share the permalink via social media or pin a post image on Pinterest.
Sidebar material:
Most blogs are laid out in two or three columns, with the most real estate given to the column that contains the blog posts themselves. The second and/or third columns display organizational material for the blog and peripheral information. Some blogs don't have sidebars at all, and on some blogs, you may see elements that I don't mention in the following list of typical sidebar components:
Date-based archives:
Nearly every blog archives a post when the blogger publishes that post, both by date and by category. In the sidebar of a blog, you can often access both archive methods. Some date-based archives are broken down by month. Date-based archives can also show weeks and years.
Categorized archives:
Figure 1-10
shows the drop-down menu category archives of The Mama Maven. By tagging each post with a category at the time that she publishes it, Nancy creates an archive organized by subject, making it easy for you to find the posts that most interest you. Clicking a category link displays only the posts in that subject area, organized in reverse chronological order.
Social media buttons:
Most bloggers use their sites to build not only a reader base, but also a social media following. This helps bloggers create more than a blog; they create an influencer platform, helping them to turn influence into income, followers into readers. As shown in
Figure 1-11
, Nancy’s site subtly displays easy ways to click through her blog to her Facebook page, Twitter account, and Pinterest boards, among other platforms.
Information about the author:
Because blogs can be so personal, sometimes you want to know more about who's writing them. Many bloggers know that their readers are curious, and those bloggers put together short bios and other information for readers. Bloggers sometimes display this information in the sidebar or link to it, as in
Figure 1-12
.
RSS feed link:
Readers can use RSS, or Really Simple Syndication, to subscribe to your blog by using a newsreader, such as Flipboard. After a reader subscribes via RSS, he or she can read the latest updates via the newsreader instead of visiting your blog. This way your readers don't have to visit your blog several times a day to see whether you've updated it. A blog often includes an RSS link (identified by an icon, as shown in
Figure 1-13
) in the sidebar. On The Mama Maven, Nancy includes the link to subscribe to her RSS feed via FeedBlitz along with FeedBlitz links to previously published posts. I talk more about RSS in
Chapter 16
.
Source: www.themamamaven.com
FIGURE 1-10: A categorized archive.
Source: www.themamamaven.com
FIGURE 1-11: Social media buttons.
Source: www.themamamaven.com
FIGURE 1-12: A link to the author biography page.
Source: www.themamamaven.com
FIGURE 1-13: A link to an RSS feed.
Starting a Blog
One reason why there are so many blogs is the ease with which they can be set up and published. The early days of the Internet were full of heady talk about the democratization of publishing; people discussed how absolutely anyone would have the power to publish because of the prevalence of personal computers. In fact, that idea wasn't strictly true. Writers no longer needed a printing press and a distribution method to get their work to people, but they still needed specialized skills and technology.
Unless the wannabe publisher spent time figuring out how to write HTML, owned a computer that had an Internet connection, and understood how to put files onto a web server, he or she was still pretty much in the old can't-get-published boat. You could acquire those skills and the tools to publish, but you couldn't do so easily.
The answer, as it turns out, comes down to technology — specifically, software. I believe blogging goes a long way toward making that initial promise of the web come true. If you can write an email, you can figure out how to use the simple interfaces of blogging software without any of the muss of dealing with HTML, FTP, or any of those other awful web acronyms everyone's supposed to understand these days.
Figure 1-14 shows the publishing interface of Blogger (www.blogger.com), a great blogging software tool. To write a new post, you simply log into Blogger, fill in the blanks for a new post, and click the Publish button to put the entry on your blog.
Source: www.blogger.com
FIGURE 1-14: You can publish a blog by simply filling in a few form fields and clicking Publish.
Different blog software offers different capabilities. As with all software, the tricky part is finding the right one to use for your situation and needs. I can assure you, however, that blogging software comes in all shapes, sizes, and price ranges — including free!
In
Chapter 3
, I talk extensively about choosing the right software solution for your blog.
Chapter 4
shows you how to start a blog in about ten minutes by using Blogger.
Chapter 5
walks you through the details of using WordPress.
Chapter 6
takes you through starting a Squarespace blog.
Chapter 7
takes a look at additional blogging platform choices, including the delightful-to-say Wix and Weebly.
Choosing What to Blog About
There is no end to the number of blog topics existing in the world today, from the common areas of finance and politics to the far more niche blogs about hairless cats with food allergies.
The blog format is exceptionally well-suited to letting you explore an idea, a hobby, or a project — but don't let that stop you from using it for other things. People have created blogs to pass along marketing expertise, sell shoes, cover the latest celebrity gossip, raise funds for charity races, and even write books. The topic or topics that you write about should excite you and hold your interest, and they can be about absolutely anything.
Having that much freedom can be a little scary and, if you're like me, can leave you with an absolute blank mind — or too many ideas! No problem; you can start a blog today about one topic, and when you actually figure out what you want to write about, change directions and go down another road. And although there are no guarantees that content you delete will disappear forever, thanks to cached copies and screenshots, you certainly have the ability to remove posts from your blog that are no longer a fit. It's a very flexible format!
Think about the following tips when you start a blog:
Choose a subject that genuinely interests you.
Don't choose a topic only because you think being interested in it makes you look good or it will attract a lot of readers. You're the one who has to do the writing for the blog, and you can do that writing much more easily if you're enthusiastic about your subject. Your passion shines through to your readers and keeps them coming back.
Decide whether any topics are off limits.
Bloggers who keep personal diaries for their friends and families might decide to keep certain subjects out of the public forum of the Internet. For example, do you really want your significant other reading a frank account of last night's dinner preparation argument? How about your mom or your boss?
Think about your potential readers.
Who are they? How can you appeal to them and get them to keep reading your blog? Do you even care about how many readers you have? If you do, what do you want to show, explain, or ask them?
Creating a Successful Blog
Blogs are so quick and easy to set up that you can start one without having much of a plan in place for what you want to blog about, why you're blogging, or what you're trying to accomplish. Some people thrive on this kind of wide-open playing field, but others quickly become bored (or boring!).
To get your blog started on the right foot, think seriously about why you're blogging, and then make a commitment to attaining your goals. Don't get me wrong — this doesn’t have to become a job! But, just as you wouldn't expect good results from a dinner prepared without paying any attention to ingredients, you can't start your blog without having a recipe for success.
Here's my recipe for a good blog:
Preheat the oven by setting goals.
Measure out several cups of good writing.
Mix well with frequent updates.
Sprinkle in a lot of interaction with your readers.
Watching how someone else blogs is a great way of finding out how to be successful yourself! Keep track of how the blogs you enjoy are keeping you interested: Take note of how often the blogger updates his or her blog, the writing style, and which posts you find most engaging and get you to leave a comment.
