The Secret Power of Blogging: How to Promote and Market Your Business, Organization, or Cause with Free Blogs


Blog is short for Weblog. A Weblog is a journal (or type of newsletter) that is updated often and intended for the general public. Blogs generally represent the personality of the author or the website owner. In a recent study by the Pew Internet; American Life Project estimated that the U.S. "blog population has grown to about 12 million Americans," some 8% of U.S. Internet users. The number of U.S. blog readers was estimated at 57 million (39% of the U.S. online population).


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The Secret Power of Blogging: How to Promote and Market Your Business, Organization, or Cause with Free Blogs

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Blog is short for Weblog. A Weblog is a journal (or type of newsletter) that is updated often and intended for the general public. Blogs generally represent the personality of the author or the website owner. In a recent study by the Pew Internet; American Life Project estimated that the U.S. "blog population has grown to about 12 million Americans," some 8% of U.S. Internet users. The number of U.S. blog readers was estimated at 57 million (39% of the U.S. online population).

If you have a product, service, brand, or cause that you want to market inexpensively online to the world, you need to look into starting a blog. It is an ideal marketing vehicle. You can use it to share your expertise, grow market share, spread your message, and establish yourself as an expert in your field for virtually no cost.

A blog helps your site to rank higher in the search engines because Google and other search engines provide references to blogs and their content. Tiny one-person part-time businesses and mega companies like Microsoft, Apple, Nike, General Motors,, and Yahoo! use blogs as well. Most Fortune 1000 firms are using responsible blog marketing as well as advertising on blogs for one simple reason: it works! It generates profits immediately and consistently! In addition, many blogs earn additional revenue by selling advertising space on their niche-targeted blog.

Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president’s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice.  Every book has resources, contact information, and web sites of the products or companies discussed.

This Atlantic Publishing eBook was professionally written, edited, fact checked, proofed and designed. The print version of this book is 288 pages and you receive exactly the same content. Over the years our books have won dozens of book awards for content, cover design and interior design including the prestigious Benjamin Franklin award for excellence in publishing. We are proud of the high quality of our books and hope you will enjoy this eBook version.

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Product Details

  • ISBN-13: 9781601380098
  • Publisher: Atlantic Publishing Group Inc.
  • Publication date: 2/9/2008
  • Pages: 288
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.90 (d)

Table of Contents

Dedication     5
Foreword     14
Introduction     19
Who Is This Book For?     20
Why Start a Blog for Your Business, Organization, or Cause?     21
Does My Business, Organization, or Cause Need a Blog?     25
Okay, I Have a Blog for My Business, Organization, or Cause; Now What?     26
How This Book Is Organized     26
Blog 101: Everything You Need to Know About Blogging     29
What Is a Blog?     29
History of the Blog     31
The Construction of a Blog     32
Our Blog Case Study     34
Blogs Versus Content Management Systems     36
Understanding Pingbacks and Trackbacks     36
Blogging and SPAM     39
Blog Software & Blog Hosting Options     40
Blog Software Comparison     42
Full-Service Blog Provider     42
Independent Blog Software     43
Freeware Blog Software     44
Blogger     44
Wordpress     45
Blogging and Your Business     47
Business Blog Communications - How Does It All Work?     48
Business Blogging Guidelines and Recommendations     49
Blogging Etiquette: Learnthe Rules Before You Blog     51
Blogging Etiquette Advice     51
How to Write a Great Blog     59
How Important Is Your Blog Content?     59
Guidelines for Writing Blogs     60
How to Write Comments on Blogs     63
Guidelines for Blog Comments     64
Building a Blog     65
Blogger     65
Hosting a Blog on Your Own Web Server     78
WordPress     83
Establishing a WordPress Account     83
Customizing Your WordPress Blog     85
Office 2007 and Blog Posts     88
Other Free Blogging Applications     88
Commercial Blogging Applications     89
A Final Note     89
The Relationship Between Your Blog & Your Web Site     91
Linking to Your Blog from Your Site     92
How Your Blog Helps Your Web Site     93
Your Blog Domain     94
Blogging and Web Site Traffic     97
Optimizing Your Blog     97
Tags     98
Trackbacks     99
Links     100
Blog Directories     101
Tips for Web Site Optimization     101
Promoting Your Blog      105
The Legalities of Blogging     109
Communications Decency Act     109
The Communications Decency Act U.S. Code Title 47 Section 230     111
Can Bloggers Publish Whatever They Want?     115
How Am I Protected as a Blogger?     116
How Do I Avoid Legal Problems?     116
SPAM Law     117
Journalism Shield Laws     117
Privacy     120
Deleting Content from Your Blog     120
Criminal Activity     121
Using Images     121
Introduction to RSS Feeds, Atom, and Syndication     123
Creating an RSS Feed in WordPress     125
Creating an Atom Feed in Blogger     126
FeedBurner     127
How to Make Money with Blogging     129
Google AdSense and Your Blog     129
How to Set Up Your Google AdSense Campaign     131
Google AdSense Program Policies     133
Account Transferability     134
Ad Placement     134
Alternate Ads     135
Client Software     136
Code Modification     136
Competitive Ads and Services     136
Copyrighted Material      137
Dialers     137
Incentives     137
Labeling Ads     137
Language     138
Prohibited Clicks and Impressions     138
Site may not include     138
Site Functionality     140
Site Responsiveness     140
Webmaster Guidelines     140
Setting Up AdSense on Your Web Site     141
Hints and Tips for Maximizing Google AdSense     142
Paid Blogging     144
The Future of the Blog     151
Summary     155
Blogging Profile, Case Studies, & Outsourcing     157
ContentRobot     157
ContentRobot Case Studies     158
Bazaarvoice: Business Blog Design Complements Corporate Web Site     158
Beneath the Cover / Push the Key: Content + Technology     159
Bite of the Best: Blog-Powered Web Site     161
GrokDotCom: Newsletter to Blog Conversion     162
New School Selling: Blog-Powered Web Site and Newsletter     164 Membership Blogging     165
Team Timex Blog: Athlete Blogging     166
Outsourcing Versus In-House Blog Development     167
Design     168
Technical      168
Marketing     169
The Benefits of Working with a Blog Development Company     170
Content Approach     170
Cultivate Relationships     170
Intangible Skills     171
Finding a Reputable Blog Vendor     171
Internet Search     171
Friends and Colleagues     171
Referrals     171
Interviews with Professional Bloggers     173
Expert Opinions, Advice, & Suggestions     229
Glossary     269
Author Biography     285
Index     287
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  • Posted July 15, 2009

    more from this reviewer

    Have No Fear, Enter the Blogosphere!

    If I were writing a blog on this book, I'd say: 'Dear Readers: If you want to get your message out, or improve your business, this book is a must read. If you are a novice blogger who's intimated by the whole concept, have no fear. Bruce C. Brown has put together a thorough, well laid-out guide about the booming Internet phenomenon of blogging. While many bloggers are just Internet junkies, a rapidly growing number of them are using blogs to improve, brand and promote their business, whether it's a mom and pop store or Microsoft. Brown covers everything from blog conception to changes to marketing in easy to understand language, and the screenshots are especially helpful. Some of Brown's recommendations for related companies read like free commercials and are a bit of a turn-off, but some readers may find them helpful. Overall, this is a meticulous effort, a how-to but also a reference book you will return to as you wind your way through the blogosphere...and hopefully improve your company's bottom line and have some fun during the journey!'

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  • Posted June 22, 2009

    Easy to Follow

    I've purchased 6 books on blogging before this one, and none have been as complete a guide. If you're thinking of starting your own blog for your cause, business or organization but have been putting it off due to time constraints or the technology involved, then this is the book for you.
    The Secret Power of Blogging covers everything from blog conception to updating to promotion, in a format that is geared in layman's terms and easy to digest.
    Well organized with all the tools you'll need to start and maintain your blog successfully, this book will remain an excellent source of reference in your home library long after your blog is up and running.

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  • Posted October 19, 2008

    Succeeds in Stated Goals

    The Secret Power of Blogging succeeded in its stated goal of creating ¿a practical fact-filled reference book that had relevant material for the small business, organization, or cause. . . .¿ It touches on everything from the history of blogging to how to blog to legalities and terminology. Although it sometimes is a little redundant with its descriptions (frex. ¿small business, organization, or cause¿) and despite being geared toward beginners, The Secret Power of Blogging has something to offer everyone from the technophobe to the experienced yet self-taught blogger. <BR/><BR/>Brown makes recommendations of current sites, software, and services that will allow the individual interested in interconnecting his web and organizational interests through the blog while also explaining how to use the standard features of the most popular blogging software to drive traffic and promote the organization¿s interests. At times, I wish he had expanded on the precise way to use some of these features, but overall, The Secret Power of Blogging serves as a good reference book for someone who is interested in using blogs to connect with others and promote their interests.

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  • Anonymous

    Posted August 15, 2008

    Great for Novice Bloggers and Blogosphere Veterans!

    Okay, I admit it ¿ I¿m hooked on blogging, as are most people around the globe, it would appear. However, there¿s a HUGE difference between maintaining a personal blog and keeping one for corporate purposes. That¿s one of the reasons I wish that more business people would read this book, especially the case studies and interviews at the end. Were they to do so, they would quickly realize that blogging under the auspices of a corporate identity requires thoughtfulness, pragmatism and direction. Brown starts his book by explaining what blogs are and how they work for those of us who have known this for a while, it¿s a bit redundant. Yet I can easily imagine a novice blogger appreciating the basic education, especially the step-by-step instructions for starting a blog (complete with screenshots.) When the book turned to a more involved look at blogging, I have to say that I was entirely captivated. I had no idea about how to make the most of ping servers, how to move my existing blog to my website or where to find blog directories to which I could submit. I also wasn¿t aware of the legalities surrounding blogs fortunately, I haven¿t broken any, but it would be easy to make missteps. The Secret Power of Blogging is going to be a ¿keeper¿ in my office library!

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  • Anonymous

    Posted June 26, 2008

    Blogging Defined!

    Blogging is a popular internet phenomenon that has quadrupled in size within the last five years. Nearly everyone you know has a blog from your florist to your dog groomer, blogging is accessible and available for ANYONE to use. From personal blogs, to commercial and business blogging, this internet media is an effective, cheap and easy way for anyone to relay information. The problem that many of us face is that we don¿t know where to begin, or if we even have much to say that is considered ¿blog worthy¿! Fortunately Bruce C. Brown answers every question you¿ve ever had about blogging in his book, The Secret Power of Blogging: How to Promote and Market Your Business, Organization or Cause With Free Blogs. This informative guide will navigate you through the often confusing world of internet blogging. He provides detailed instructions for business owners wanting to expand their business profits through internet blogging, as well as how to create interesting blogs for people or organizations wanting to share their messages and opinions. Brown discusses the basic steps to building your blog and will touch on the legalities of blogging, as well as the different aspects of technology you will need to create and maintain your blog. As your blog popularity grows, Bruce Brown also provides creative tips to entice subscribers to keep coming back, and he includes different ways you can profit from your blog. His profit tips are the best part of this book, due to the fact that most of us wouldn¿t know this type of information unless we were technology whizzes or knew someone who was. Luckily for you, Bruce Brown¿s extensive blogging knowledge is right at your fingertips in this wonderfully informative guide.

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  • Anonymous

    Posted July 2, 2008

    Blogging Made Easy

    Blogging isn¿t just for angst-filled teens anymore, but has grown into a powerful marketing tool for businesses both big and small. This book shows the reader a step-by-step way to enter the world of blogging¿I set up two blogs within minutes, and it was very easy. Each step is explained and reinforced with a screen shot to make it extremely simple to follow. There are many interviews with successful bloggers who offer tips for anyone wishing to start a blog, along with numerous resources the blogger, or the would-be blogger, can use to make better, more successful blogs. This book is a valuable tool for those individuals or companies who are ready to take the next step into the cyberworld.

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  • Anonymous

    Posted February 28, 2008

    An all-in-one for bloggers

    I have to confess I started reading this book with a great deal of skepticism. Oddly enough, the author quickly grabbed my attention by relating he went through the same experience when he first stumbled upon blogging as a serious matter to study. The Secret Power of Blogging, by Bruce C. Brown, is an all-in-one book for bloggers, serious bloggers, wanna-be-bloggers, or someone like me that has no idea of the magnitude and the importance of blogging within the ever changing e-commerce universe. The author takes particular care in providing step by step instructions in, not only how to set up the blog, but how to market it, and some special rules of engagement in regards to cyberetiquette, and the like. I especially appreciate the large type, making it so easy the ride, as well as the layman style. It is not necessary to be a ¿technocrati¿ to understand it. Although some minor typos make you think maybe the book was written in a rush, this is an undeniable needed source of information for both individuals and corporations.

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  • Anonymous

    Posted February 11, 2008

    Great Book!!!

    This book is a must have! The book breaks down how to blog in an easy to understand language. It¿s for the beginner who wants to learn all about this popular tool. Even if you already have experience and have a blog, you will learn something you didn¿t know. The guide has a great deal of information about steps to blogging. It even shows you how to make money blogging by giving you ways to increase traffic to your blog and paid blog site information. The guide spends a great deal of time deciphering all the ways to make your blog popular. There are specific steps outlined that you can follow with great success.

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  • Anonymous

    Posted February 13, 2008

    Blogging can be your most powerful marketing!

    As a business owner, I am convinced now that I have read Bruce C. Brown¿s, The Secret Power of Blogging, that I am very much in need of a blog for my business. In addition, I completely understand what a blog is, how to begin a blog and how to keep a blog interesting. Before reading Mr. Brown¿s book, I only knew blogs existed and thought they were fancy names for chat rooms. The author explains every detail of setting up a blog, promoting a blog and how to keep your blog interesting in such easy terms that even an individual who is new to the Internet can set-up and use a blog to benefit his business. The Secret Power of Blogging is one of the finest and most detailed books about blogging that I have found to date. Bruce C. Brown has written numerous books on advertising your business on the Internet making him an expert on using the Internet to promote any business. He understands modern business and that many business owners are also seeking inexpensive or free methods of marketing for their business. The Secret Power of Blogging is a book all can understand which leaves no questions about blogging unanswered.

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  • Anonymous

    Posted February 8, 2008

    A reviewer

    Where was this book when I was looking to setup my first Blog? Mr. Brown's book is the perfect fit for anyone interested in setting up a Website or Blog. He takes you step by step from where the term Blog comes from, all the way through making money from your Blog. His words and Terminology is understandable to all. You do not have to be a computer geek to understand what he is writing about. Mr. Brown teaches you that having a Blog can be a great addition to a business website. The Blog can help create and expand your businesses marketing campaign. He offers ways that help your business make additional money, increase your websites traffic, driving revenue up, and improving financial posture of an organization. Another great point that is made, within this book, is the fact that before you even setup a Blog or begin publishing you need to ask yourself some very important questions. Who will handle the blog? Who is your target market? What type of content will the Blog include? See, I told you this book is a must read. Even as an experienced blogger, I have learned so many new helpful tips.

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