Chapter 22. Understanding Blog Marketing

Next up on our tour of online marketing vehicles is blog marketing. This one is kind of a nebulous concept—does it mean marketing to or through third-party bloggers or marketing via your own corporate blog?

In reality, blog marketing encompasses both of these activities. To take full advantage of the blogosphere, you need to put on a PR push to get mentioned in other people’s blogs as well as create and maintain your own company or product blog.

Getting to Know the Blogosphere

Okay, just what is this blogosphere, and where can you find it?

What Is a Blog?

First off, a blog—short for “web log”—is a journal of sorts that is hosted on the Web. Most blogs are updated frequently with commentary, links to ...

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