Publish and Prosper: Blogging for Your Business by DL Byron and Steve Broback has all the necessary information to familiarize the first-time blogger with the essentials of a blog publication. It will get you started on engaging your readers in a "genuine conversation", as the authors see blogs. Although they didn't exactly elaborate on how and why you will "prosper" when you blog, it doesn't diminish its informational value in jumpstarting a blog for publication.This book is a good starting point for bloggers and as the official primer of Blogger Brigade, every member should have this on his/her bookshelf. (See LibraryThing bookshelf for more recommended books.)
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