Technical Blogging: Turn Your Expertise into a Remarkable Online Presence Paperback – March 11 2012
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- Publisher : Pragmatic Bookshelf; 1st edition (March 11 2012)
- Language : English
- Paperback : 250 pages
- ISBN-10 : 1934356883
- ISBN-13 : 978-1934356883
- Item Weight : 435 g
- Dimensions : 19.05 x 1.5 x 22.86 cm
- Best Sellers Rank: #1,931,530 in Books (See Top 100 in Books)
- Customer Reviews:
About the Author
Antonio Cangiano is a Software Developer and Technical Evangelist for IBM, web entrepreneur, and serial blogger. Cangiano is constantly in demand when it comes to consulting and speaking, and is considered by many to be one of the main go-to guys within IBM for advice on blogging, social media, and technical marketing. Combined, his technical blogs have attracted millions of pageviews and tens of thousand subscribers, and currently generate a substantial side income for him. Links to his current blogs can be found on his homepage at http://antoniocangiano.com.
Top reviews from other countries
Part 1 - Plan It. What kind of blog e.g. general vs. niche? Choosing and registering a domain name. Sound stuff, if a little superficial.
Part 2 - Build It. Choosing your software and hosting company. Surprise, surprise, WordPress is strongly suggested. The rest of the book assumes this, so we get told how to install and configure it, plus the WordPress plugins we'll need. SEO is described, together with which WordPress plugin to use for it. There's then help on how to write for the web, headline writing, getting ideas for posts. How to produce content regularly comes next.
Part 3 - Promote It. For me, this is the ugly bit (not the book, but what needs to be done to be successful). Write it, and they will not come. Market it, and they will come, says the author. SEO is discussed again. Link building, and how to build a community comes next. There's a chapter on traffic statistics.
Part 4 - Benefit from It. How to make money from your blog. No surprise that adverts and affiliate marketing feature heavily. A slight surprise is the good suggestion of trying to get sponsorship. What's really nice is the author sharing his earnings for a good month. It wasn't at all surprising to hear that being an Amazon Associate provided more than 75% of his earnings in that month. This is where I would diverge from his WordPress angle. Since the book was published Blogger has a feature which seriously helps with affiliate marketing: by default it redirects the visitor to a country-specific URL. If you are in the UK, your view of a blogger post will be xxx.blogspot.co.uk. If you are in the US, your view will be xxx.blogspot.com. With some simple tech stuff, you can inspect the visitor's URL and see where s/he visitor is located, and customise the affiliate links to send your visitors to the relevant affiliate site e.g. to Amazon UK instead of Amazon US. This is worth its weight in gold. You can do it with WordPress plugins, but then you have to buy a database which maps IP addresses to countries; or route via a third-party service which does this for you. If the whole point of your blog is routing flow to Amazon, I reckon that Blogger is now probably the best platform.
Part 5 - Scale It. Hire a team of writers, and yet more marketing, this time via social media.
On the whole, this is comprehensive. But I feel a little short-changed - each section is relatively lightweight. The coverage is broad, but not particularly deep. I dropped a star because of this. No stars have been damaged by the WordPress emphasis!
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