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Paul Thewlis - WordPress 3 For Business Bloggers

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Paul Thewlis WordPress 3 For Business Bloggers
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Promote and grow your WordPress blog with advanced marketing techniques, plugins, advertising, and SEO Use WordPress to create a winning blog for your business Develop and transform your blog with strategic goals Market and measure the success of your blog In Detail WordPress makes the business of blogging easy. But theres more to a successful business blog than just churning out posts. You need to understand the advanced marketing and promotion techniques to make your blog stand out from the crowd, attract visitors, benefit your brand, and deliver a worthwhile return on your investment. WordPress 3 for Business Bloggers shows you how to use WordPress to run your business blog. It covers everything you need to develop a custom look for your blog, use analytics to understand your visitors, market your blog online, and foster connections with other bloggers to increase your traffic and the value of your blog. You begin by identifying your blogs strategic goals before going step-by-step through the advanced techniques that will grow your blog to its full business potential. You will learn how to build a custom theme for your blog and incorporate multimedia content like images and video. Advanced promotion techniques like SEO and social media marketing are covered in detail before you learn how to monetize your blog and manage its growth. WordPress 3 for Business Bloggers will help you to create a blog that brings real benefits to your business. What you will learn from this book Develop a blogging business plan - clarify your blogging goals and sketch out a process for achieving them in WordPress Build a custom theme so that the look of your blog immediately communicates your brand to visitors Engage with the blogosphere and create beneficial relationships with other bloggers, making the most of each others traffic and customers Optimize your site for search by incorporating good SEO practices into your blog strategy and content Use social media marketing such as Twitter, Facebook, Digg, Reddit, and Delicious to drive traffic to your blog Monitor visitors and analyze their activity using WordPress.com stats, Feedburner for your RSS feeds, and Google Analytics Manage adverts and implement revenue-generating features using Google AdSense and affiliate programs Incorporate multimedia on your blog, including video and image galleries Approach This is a practical, hands-on book based around a fictitious case study blog, which you will build on a development server using WordPress. The case study grows chapter by chapter, from installing your local development server, right up to the finished blog. Who this book is written for This book is for anybody running or starting a business blog using WordPress, whether you plan to use your blog for PR and marketing, or want to profit directly from blogging.

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WordPress 3 for Business Bloggers

WordPress 3 for Business Bloggers

Copyright 2011 Packt Publishing

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews.

Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, nor Packt Publishing, and its dealers and distributors will be held liable for any damages caused or alleged to be caused directly or indirectly by this book.

Packt Publishing has endeavored to provide trademark information about all of the companies and products mentioned in this book by the appropriate use of capitals. However, Packt Publishing cannot guarantee the accuracy of this information.

First published: December 2011

Production Reference: 1021211

Published by Packt Publishing Ltd. Livery Place 35 Livery Street Birmingham B3 2PB, UK.

ISBN 978-1-84951-132-2

www.packtpub.com

Cover Image by Vinayak Chittar (< > )

Credits

Author

Paul Thewlis

Reviewers

Srikanth AD

John Eckman

Lee Jordan

Acquisition Editor

Usha Iyer

Development Editor

Swapna Verlekar

Technical Editor

Arun Nadar

Project Coordinator

Leena Purkait

Proofreaders

Karen Estrada

Lydia May Morris

Indexer

Tejal Daruwale

Graphics

Manu Joseph

Conidon Miranda

Production Coordinator

Aparna Bhagat

Cover Work

Aparna Bhagat

About the Author

Paul Thewlis has worked as a web marketing professional in the public and private sectors. He is currently Online Marketing Director for HeadRed (http://headred.net), a leading digital agency in the UK. He began his web career as a Technical Editor, working on web design books for a well-known publisher. He has extensive experience of many content management systems and blogging platforms. He is an expert in SEO, online marketing, and the use of social media within corporate communications. He blogs about those subjects, as well as WordPress and the web in general, at http://blog.paulthewlis.com. Paul lives in Birmingham, England, with his wife, Ze.

I would like to thank Matt Mullenweg and the WordPress development team, as well as all the hard-working members of the wider WordPress community, who created the plugins featured in this book. I would also like to thank my parents, Jack and Margaret, for their unending support, and my wonderful wife, Ze, for putting up with so many late nights and lonely weekends during the writing of this book.

About the Reviewers

Srikanth AD is a web developer and SEO consultant. He is passionate about web development and optimizing websites for better search engine visibility and ranking.

His portfolio is available at http://www.srikanth.me.

John Eckman has more than a decade of experience designing and building web applications for organizations ranging from small non-profit organizations to Fortune 500 enterprises. Currently a Digital Strategist at ISITE Design, John works with clients to develop sustainable, strategic approaches to managing their presence on the web. Prior to ISITE Design, he was Director of Ecommerce Strategy at Optaros, leading the development of applications focused on the intersection of community, content, and commerce. Previously he was the director of development at PixelMEDIA and a principal consultant in software engineering with Molecular, Inc.

He received a Bachelor of Arts from Boston University, a Masters in Information Systems from Northeastern University, and a Ph.D. from the University of Washington, Seattle. John is an active contributor to a number of open source communities, a founding organizer of WordCamp Boston (2010 and 2011), and the lead developer of the WPBook plugin for WordPress. Online, he can be found at johneckman.com, blogging at www.openparenthesis.org, and tweeting as @jeckman.

He also served as a technical reviewer for WordPress 3 Ultimate Security .

I'd like to thank the broader WordPress communityusers and developerswithout whom none of this would be possible.

Lee Jordan is a designer and new media developer. She brings a strong design background and concern for the visual and emotional impact of media to web-based projects. Experienced in multiple CMS platforms including Expression Engine, Plone, WordPress, PostNuke, and Google's Blogger, she has maintained, explored, and used most of them on a day-to-day basis. She spends her spare time as the leader of a local scout troop, taking long hikes with her family in the beautiful North Georgia woods, trying to taste test every variety of chocolate that exists, and playing with code and pixels. Design topics or whatever she can think of at the time are posted on her blog at http://leejordan.net.

Lee has written and co-authored several previous books with Packt Publishing: Project Management with dotProject, WordPress Themes 2.8, Blogger: Beyond the Basics , and HTML5 Rich Media Applications .

Business blogging is simple to start but difficult to master. A big thanks to all the professional bloggers out there who let me learn by example.

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Preface

WordPress for Business Bloggers provides advanced strategies and techniques which will help you to take your WordPress business blog from average to extraordinary. Regardless of whether you already have a blog, or are still in the planning stages, this book will show you how to use WordPress to create a highly successful blog for your business.

This is a practical, hands-on book based around a fictitious case study blog, which you will build using a development server on your own computer. The vast majority of tutorials and examples will be applied to the case study blog. The case study grows chapter-by-chapter, from the installation of your local development server, right up to the finished blog. You will be installing and configuring a selection of WordPress plugins to improve the functionality of the case study blog.

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