Chapter 24. Marketing to the Blogosphere
In the previous chapter we discussed the value of creating a company or product blog. But that’s not the only value the blogosphere offers to online marketers. There are lots of third-party blogs out there that can help you promote your company or product. That’s right, marketing to the blogosphere is just as important as blogging on your own.
This form of blog marketing is really a kind of public relations. That is, you apply somewhat traditional PR techniques to get bloggers to talk about or mention or link to your company or product. The more and more influential bloggers you have on your side, the more exposure you get—and exposure is the name of the game, here.