social media how toHave you ever dreamed of becoming one of the top blogs in your space?

Are you wondering how some bloggers find success and why others struggle to survive?

If so, keep reading as I reveal five tips and techniques that have helped large blogs (such as Social Media Examiner) grow into influential and widely read publications.

First, Rethink What it Means to Blog

When I started Social Media Examiner back in October 2009, I made the decision not to call our site a blog.

Instead, I opted for the phrase online magazine.

Why? Because every business owner and marketer in the world knows what a magazine is.  That word brings to mind rich, thoughtful articles that are designed to educate and inform.

There’s no question that a magazine is a publication.

When you start thinking of your blog as a publication, then you can start calling yourself a publisher.  When you’re a publisher, your business and editorial decisions become more clear.

Are you a blogger or a publisher?  Decide today to become a publisher.

What follows are five tips to help you transform your blog into a powerful online publication.

Tip #1: Survey the Interests of Your Audience

Who are you trying to reach?  What types of content do these people most desire?

When you know precisely what content your readers crave, it’s much easier to create posts that are widely read and shared on social channels.

For example, we know what content our readers love because we asked them.

We use SurveyMonkey and simply ask readers what questions they most want answered.

Each year we survey thousands of marketers and ask them what they want to learn about.  We then take the data and create a super-rich report we release for free.

But the best part is this: We have a massive database of blog post ideas we can write about because we simply asked our readers. No guesswork.  We know precisely what they want.

Here’s how to do this:

  • Create a simple survey using a tool like SurveyMonkey.
  • Ask this question: “What question about _____ (your subject) do you most want answered?”
  • Ask your existing readers and fans on your social channels to take your survey.
  • Then study the results.

Tip #2: Spin Hot Topics Into Many Posts

Once you understand the interests of your target audience, you need a plan to create content that’s focused around popular subjects.

I like to call this spinning.

For example, at Social Media Examiner, we know that social media return on investment (ROI) is a hot topic our audience wants to learn more about.

You might be inclined to think there are only a few blog posts that could possibly be created around a single topic like social media ROI.  Or perhaps that you’ve said all that can be said on a topic. You’d be wrong. 🙂

Here are four popular articles we published last year, all focused around the same topic:

Each of the above articles focused squarely on social media ROI.  But each one was written from a different angle and by multiple authors.

Here’s how to find different angles on the same topic:

  • Create a beginner’s guide.
  • Address biggest misconceptions.
  • Showcase how others are solving the problem (success stories).
  • Create a video.
  • Appeal to different segments of your audience (like small businesses and then again for big brands).

See how the above list could allow you to create five blog posts on the very same subject without looking repetitive?

Take-home point: You can get enormous mileage by spinning new, yet related, articles that focus on a single subject your audience is very interested in.

Tip #3: Leverage the Power of Multiple Authors

Have you noticed that nearly without fail, the largest blogs in almost any industry have multiple authors contributing content?

Check out this list of top small business blogs from Technorati:

The most popular blogs have many authors.

There’s a reason the top blogs have many authors.  It’s because they treat their sites as publications (or online magazines).

Have you ever read a magazine with only one voice?  One author?

I began around 2005/2006 as a solo blogger.  It became very clear very quickly that the work needed to build a successful blog as a single person was enormous. My blog on white papers was popular among writers, and it did help my business growth, but I found myself hitting a ceiling.

It wasn’t until I started Social Media Examiner with the express intent of sharing many voices that my blogging experience exploded.

Here are some benefits of having many authors write for your blog:

  • Your site appears to have more prominence because it’s not all about you.
  • You don’t have to do all the work yourself!
  • You gain fresh voices and can develop new spins on topics.
  • Often authors will promote the content they write for you.
  • You can establish strong alliances with contributing authors.

Tip #4: Integrate Social Sharing

Here’s one of the huge misconceptions about blogging: Great content will be found, you simply need to write it.

The fact is that some of the best bloggers in the world are undiscovered because not enough people are reading their content.

To become a top blog, you need evangelists for your content.

Said another way, you need to empower people to effortlessly share your great blog post with their friends, fans and followers.

Social sharing is your secret weapon.

If you visit any top blog, you’ll likely see fully integrated social sharing.

Notice all the social sharing options near the top of the post?

Take a close look at the world’s largest blog, The Huffington Post.

And then check this out, again at the end of each post:

Take-home point: Let your readers become evangelists for your content by embedding social sharing buttons from top social networks like Facebook, Twitter, LinkedIn and Google+.

Tip #5: Capture Emails

This last tip is one of the biggest secrets to becoming a successful blog.

Just as brick-and-mortar businesses are built on growing repeat customers, you want to nurture repeat visitors to your blog.

Email is the most powerful tool for your blog and your business.  Yes, that old technology still has legs!

Here’s a reality that most people will never tell you: The majority of people who visit your site will NEVER return.

Take a close look at this chart from our Google Analytics:

Notice how 58% are new visitors. For many blogs, that number is more like 70% or 80% new visitors.

If most people will never return, you need a way to encourage people to become repeat visitors.  Email sign-up forms are your solution.

If you take a look at this blog post, you will see multiple locations where we encourage people to sign up for our email newsletter.  Once on the newsletter list, we email our 140,000 subscribers each day with a link to our newest blog post.

Email has helped us grow a very large and loyal fan base that we own.  Be sure to leverage the power of email.

I hope you find this post valuable.  If you do, please help me spread the word by sharing it via your social channels.

What are your thoughts? What tips or techniques have you noticed from large blogs?  Please share your comments in the box below.

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  • cherylpickett

    Quick question for you Michael: Occasionally, I’ve read comments on other blogs along the lines of people want to hear from the blog owner. They signed up to hear that person’s advice, not that of a guest. What are your thoughts about someone going from a solo written blog to featuring guests?

  • Hey Cheryl,

    Most people have no clue who the blog owner is.  Think about it.  Many people discover content via social media.  They read an article.  Then a very small sub segment leave a comment.  Should those people be engaged?  Absolutely.  Who is best to engage them?  I say the author of the article because 9 times in 10 the comment is about what they just read.

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  • Great post Mike. Dead-on, and very helpful. 

  • Some classic suggestions and some of the more not-so-obvious suggestions.  Great post.  Always helpful.

  • cherylpickett

    Interesting. I’d say I know who it is more often than not actually. You don’t think people realize when all the articles and comment replies are written by one person only?

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  • I concur with @jasonbaer:disqus — excellent advice,  @mikestelzner:disqus . 

  • I love this article open my eyes to the potential of my blog thanks for sharing. one question i have a music production company and blog on the same site if i’m to rebrand the blog an online magazine will i have to create and host a separate site for this or should i continue to blog on the site?

  • Thanks Jay!  And I notice things are changing over at your blog.  Glad to see it 🙂

  • Thanks much Jonathan!

  • Hey Andrae – I think you could keep things in place on your current site.  However I would redo the branding of your blog so it appears unique from your main site (having never seen your blog of course, just a general comment).

  • Cheyl – This is a false assumption.  You assume your blog readers are just like you.  Most have no idea who you are or what you do.  They simply came because someone shared an article with them.  Your goal is to get them to come back.

  • ok thanks for the comment will work at it thanks again for the help

  • paulawhidden

    Cheryl, it also matters what your blog is called.  If you write for then they want to hear from Cheryl but if you have a neutral name, anyone could be the writer. 

  • paulawhidden

    Michael, I love the idea of rethinking what I write.  An online publication does change the way I think.  It often confuses me when people talk about blog or online magazine with interlinking language, but now I get it.  Thanks.  Do you have guidance for how to begin involving other writers on a blog?  Should we have specific guidelines and are there any legal issues we should know?

  • karenlangston

    I would love an  article on how to attract others to write on your “online subscription” or blog. I originally set up my website to accommodate contributor writers with full link backs, ect.  I find this aspect very difficult and quite frankly after a year gave up of any hopes of attracting authors and have changed my website since. I have been on many summits talking about this very tip, however I have not come across any one talking about how they do it. Do you have to have to have a magic number for traffic for this to happen? 

    Thanks, I love your information. 

  • One of the most useful blog posts for SME blogging Michael, really hit the nail on the head!

  • Thanks so much Andrew!

  • Perhaps this will be my next blog post 🙂

  • Thanks Paula – I think my next post will address this…

  • Heather

    Great advice Michael! I think the idea of treating your blog as an online publication is huge and reiterates one of the essential points of blogging – to build a community of people with the same interests, to provide a service to your readers and open up lines of communication on a global platform. 

  • Great information Michael, but it raises a question that I have. In Tip #1, you recommend a survey of your audience to get a clear message of what they want. But what if you don’t have enough engagement to consider a survey worth while? How else can you find (and gain) a larger audience? 

  • Jarrod – Engagement and people taking surveys are different.  If you have a business already and want to reach more folks like your customers, then start by surveying them.  If you have a following on Twitter, do the same thing.  If you are just getting underway, ask those who do have a following and that respect and know you, to help get the word out about your survey.

  • Thanks much Heather!

  • Muralmaker1

    Great post, Michael! (as always;) In my mind I’ve started thinking of my blog as an online magazine, but not in practice. 

    Along the same lines as the commenter above, question: would this negate writing personal posts, as in the ‘person’ behind the blog? It generally brings good #s but I value your opinion. 

  • Thank you so much for this post Michael. I must admit that when i first signed up as a subscriber i used to delete most of the Social Media Examiner newsletters and keeping only the ones that interested me *covering face in shame*. NOW, i keep everyone of them and open them as soon and as often as I can. I have learnt a lot from this and other posts and like you said in the reply to Cheryl, most bloggers do not know who the real owner is unless they are actually into blogging and social media then they begin to look out for the voice of the real owner ( i recently started doing that)
    Before i go on and on, let me just say thank you for this post. I have learnt a lot from it and i will definitely be implementing some, if not all, of the tips soon.

  • Mk

    As mentioned by others above – I’m also interested in attracting more writers for my publication/web site (which I’ve never called a blog).

    It’s taken me months but I finally have a few guest reviewers. They only contribute sporadically though. I’d love to have someone contribute regularly, and I’m working on that; however, I could use some tips on attracting high-quality contributors.

  • You can of course write anything you want.  It just really should be focused on the needs of your readers first.  If it meets that litmus test, you should be fine.

  • Houssem

    You’re absolutely right Michael, email marketing is still one of the most powerful forms of marketing despite the fact that emails are sort of old-fashioned. The first thing i do everyday is checking my email inbox, and i’m sure that most people do that as well. Thanks for the valuable information

  • Thanks Barbara! We’re glad to have you as a loyal reader 🙂

  • I’ll be sure to work on this in my next post

  • Thanks Houssem – Email is our secret weapon!

  • Excellent post, for anyone that hasn’t read your book it’s a must read!  I’ve started to use Google consumer survey tool and it’s excellent to get some feedback.  I must try your suggestion of asking people what they want posts based on!  Thanks, Ian

  • Having read Launch some time ago. This is a good refresher and a reminder that I should re read that book again. Repeating customers has to be the goal and the tips on getting other contributors really hits the mark.

  • Linda Clark

    Thanks Micheal,
    This is such a good idea to call a Blog an online magazine,
    I did sort off think about this a while back( but thought it would not work) and I had even started to call it
    an” Onagazine’ in my notes on the subject !!….

    I am starting my own Onagazine some time in the next week and it will be dealing with a very controversial
    subject that is effecting our society  as it evolves …..
    Not going to give the game away as yet.

    I know it is going to get some pretty good reactions and possibly some angry comments from readers
    but that is  what free discussions is about !! Yes !

  • Marcia

    Michael, great suggestions! They bring up a question for me about “repurposing” content…say I identify 3-5 additional ways to share the content, as you suggest. Do you keep posting/publishing the content right away, or do you staggar its release over time?

  • Great article Michael. One of the most valuable about Blogs – Online Magazines- I’ve read in a while! 

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  • Great stuff Michael as always. Maybe you’ll take up mentoring too 🙂 If you do, there will be a stampede , me in there too! Keep up the great work. Linda

  • Eryn

    This article caught my eye from the moment I saw it in my inbox. I was interested to know how to build readership as I”m just starting out myself. I’ve sometimes questioned the single author concept, and so was interested to read on about your thoughts. I appreciate your insights and the logic behind them. Thanks, Michael.

  • Thanks for your great advice Michael! I will use it for sure.:)

  •  Thanks Eryn – now get a plan together 🙂

  • Thanks much Linda.  Unlikely to do private mentoring any time soon 🙂

  • Thanks so much Ashley!

  • Marcia – Can you elaborate a bit on your question?  

  • Thanks Ian!

  • Hey John – It’s always good to have a reminder 🙂  — I have even read Launch a few times myself and constantly reference it

  • Thanks Linda – What is a Onagazine?

  • Good evening Michael!

    Although my site is a blog – even got it in the title – there’s no denying it is a sort of magazine. Perhaps closer to call it a travel brochure. It may be a little boring for my readers, but I don’t think I could bear the idea of someone else posting on it… not yet anyway. It’s still my baby!

    I’m struggling with the bit about getting readers views on what they’s like to know about, beyond checking out the usual travel guides and writing about anything they don’t – which leaves the field pretty wide, as they don’t really cover much! 

    I’ve tried surveying guests at my chalet (the blog is my business website) and they are really unhelpful. Their usual reply is that they like what I’ve done so far. 
    But the issue is capturing new potential guests and I’m not sure if putting out a survey to the few readers I have would be much use in that respect. Still, it’s worth giving it a go – nothing ventured and all that!

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  • paulawhidden

    Awesome! Thanks Michael.

  • stateofgreen1

    Thanks Michael-I do call my “publication” a blog! Your article has now sowed a seed for a mini makeover. Will change it around and see what impact that has! Thanks for articles- always offer great food for thought!

  • mattfraser


    Great post.  I’ve watched your blog grow since you launched it and its been neat to watch. 

    That being said, in point #1 you suggested to survey your audience in order to get posts to write about.

    What if you are just starting out?  How did you go about it when you first started SME?  

    Have you used any rewards/contests to get visitors to complete the surveys?

  • Thanks Michael, interesting piece, a to someone who is new to blogs and article writing, I would like to use these techniques as I feel that they will work. Sometimes the good “old” fashion way always shines true!

  • What a great post. Love every one of the 5 tips but really enjoyed the part about re thinking as a publication rather than a blog.

  • LianneCarlaS

     I think a big issue there is people don’t like change. Just think of all the uproar there is/was over the new timelines. Before long it will be a non issue and then forgotten. People don’t visit websites because of what they ‘are’ all that matters is what they ‘do’ and the experience provided. Ask a customer if they want a change the answer will be no. Ask them if
    they want a benefit and you would hear a lot more people say yes.

  • Matt – When we just started our we asked our friends to help get the word out about our survey.  Thanks for following us from when we were babies 🙂

  • Linda – Why not simply ask around to folks who meet your ideal reader profile?  Do you have an email list you can send questions to?

  • Thank you Rosa!

  • I hope you report back and let us know how it is going.

  •  Give them a try Martin and watch what happens.  What’s old is new again 🙂

  • Thanks Dave!

  • Pete

    Hi Michael. Been following you for a couple of years and read every post. It’s tragic how busy I am but still make a point of learning this stuff. I am about to start a blog and realise it would be good to get others contributing – in my industry I could use more than my own voice. 

    My question is, should I start out on my own and invite others as time goes, or build it as a ‘community online magazine’ from the start, without a clear identity as the blog owner?

    Love your work, 



  • Pete – Great question.  With SME we started out as a group blog from day one.

  • Great post… And great discussions on the comments. Thanks

  • Great write up Michael! I do feel obligated to tell you that the whole time I was ready this article I was thinking how I wanted to email it to my husband, but when I got to the “Share” options I didn’t see email as an option. Email really is the only way to get my husband’s attention via social channels.

    Not to worry, I emailed him the link on my own – but thought you’d want to know that others may not take the extra step.

  • Richard Linn

    As always, another great post with solid content. SME is a wonderful resource that I look forward to each day. This particular post really resonated with me, since I am just getting started and haven’t even finished the blog site yet. But I am inspired with the success you have had. Maybe, one day, I will be in a position to give back for all you and others have given me.

  • Thanks a lot for this blog. I really liked it.

  • Carole Ryan

    great article I really liked the survey idea …problem is what can I do when my business is not that exciting or interesting to most people…I’m a mortgage broker.   If I did a survey to ask people what they wanted to know about getting pre qualified or re financing their loan & I don’t have a list, how best to reach borrowers in my local area ?   I’ve thought about FB ads has to be enticing enough to get them to click …I have some special programs…for example, How to buy a house with 1/2% down up to $450,000.  Any suggesitons would be greatly appreciated….  

  •  Great post! I am totally agree with the authors point that we should know about the taste of our audience. By the way it is a very nice and informative post which grab my all attention towards it because it has a very nice idea to become a top blog in industry.

  • Fantastic post @mikestelzner:disqus !

    I really like the last point – to get people to sign up to your mailing list. Like you mentioned very few people revisit blogs. There was a study last year which indicated that on average only about 20% of the visitors to a blog were return visits. The rest of the 80% visitors were all new. So if you want to increase return visits you need to make use of email effectively and send out an email every time you make a post just like you do over here on Social Media Examiner. Thanks again for the great article!Mitt

  • Johnib

    Micheal, Thanks for being a beacon. Really value your posts.

  • One little thing to add…keep going! It’s really tough to build an audience it the beginning. After looking at your web stats being stuck for a couple of weeks or months, it’s much easier to get frustrated and convince yourself its not worth it than it is to push through it and keep going. Usually when people give up they are just a really good post or two from success! Keep going!

  • Great post as always from SME. Five very useful tips that can be applied. Love the simplicity and directness. I started out thinking online magazine from the very first, then veered back to thinking that personal blogging was the way forward, then came back to ‘blogazine’ and since I’ve started to accept guest posts, page views and repeat visitor numbers are rising.

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  • Prhoads

    In terms of content, I understand writing what the reader is interested in.  If you have related sweepstakes competitions or other events, how do you suggest that these be worked in?  Is it best to have an events section with links to the information posted on a website?  Or does this commercialize the blog too much?

  • Hi Kelly – We used to have one of those social share bars that included email.  We made the decision to remove it because email is a one to one and social share buttons are one to many.

  • Thanks Richard – Happy to inspire 🙂

  • Hi Carole – Why not ask people what they most want to know about mortgages?  And why not expand to related topics like buying a home?

  • Thank you Mitt!

  • I agree Marc – But you need a plan first…

  • Hmm.. I do rethink what I write and my audience. But I’m not sure for me, the kind of blog I have, ALL of this advice fits. You’re right Michael, these kind of sites are much more online magazines than what I’d consider individual professional or even company blogs. That means different goals, different objectives, different strategies — per the plan. The real question is do I want the biggest or toppest blog in my industry? It’s a lot of work. As a solo PR, I want to be a top blog to my readers and my target audience; smart growth in the right directions. And YES I totally need to do a better job w/ subscriptions, capturing emails. 

    Per @cherylpickett:disqus  comment, I tend agree with her. I know when I go to read Mitch Joel or Jason Falls or Marcus Sheridan, I want to read them. Quality guest posts rock once in a while – they do breathe life into blog; suddenly seeing lots of other voices with no input from the blog owner, not so much. Think it comes back to the kind of blog you have – is it an industry portal, lots of voices, crowd-sourced magazine or is it “someone’s blog”? Yes a social share may catch my click – or a topic search – but what keeps me coming back (and subscribing) is often the blogger; were he or she to disappear, I might too. FWIW.

  • Hi Davina – Thanks for your thoughts.  In most cases there are always areas for improvement with most blogs.  Take what works for you and ignore the rest 🙂

  • I wrote a book on this topic called Launch.  Check it out at

  • Hi Michael – great post; thanks very much.  I’ve just started a blog to provide support, information and advice about Seasonal Affective Disorder (SAD) and Winter Blues, which is obviously quite a niche topic.  I generated a list of potential posts right at the start, but was worried that I’m going to run out of topics after a while, once the main ‘who, why, what, where, when, how’ has been covered, but your tip on ‘spinning’ is really helpful – will give it a go! 🙂

  • That’s the real thing ain’t it, what WORKS. 🙂

  • Much needed blog posts, and I agree with all the points. I will start presenting my Indian Social Media blog – as a Magazine. 

    Will change the same in the bio as well. Thanks Mike

  • Michael, thanks for this great post. Excellent tips starting with the one right before Tip #1. View your blog as an online magazine or publication. Guest authors are great to help in content creation and building followers. I think the very first article I read here was one by Amy Porterfield about FB Timelines (it might have been a webinar or video). It was the best article on the subject that I have read so far and got me hooked on this site. Quality content by quality authors make this the best resource out there and with coming back to.

  • Michael – you are so brilliant in social media. Thank you for this website and all the fantastic advice-tips-etc. It is so appreciated! My blogs are better because of you!

  • Sarah Bauer

    Cheers, Michael! Bringing multiple voices on board to a blog/online magazine effort makes sense for any business with technical jargon or a niche-oriented concept that needs a more generalized explanation for a larger audience to understand. If a veteran employee is doing the blogging, he/she could be speaking from a perspective that only long-time clients or other employees can relate to. Bringing in keen content creators who can write about a product industry without bias could expand the audience reach and keep things fresh!
    Great ideas here, thanks again
    Sarah Bauer
    Navigator Multimedia

  • The important thing would be the art of writing content. It should not be just a few paragraphs might distract visitors. Very important to keep the interest of reader active through out the post.

  • Yes, you definitely need a plan! Constantly throwing speghetti at the wall hoping something sticks is never a good long term strategy!

  • Thanks Neina – Also watch the comments for blog post ideas.

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  • Hey Michael,

    Question for you. How did you go about finding authors for your posts?
    Seems like there are different ways to go about it, but ondering how socialmediaexaminer went about it. Would be a great story to share.

    – Paul

  • I always hated the word blog. When I started writing they called this sort of thing an E-Zine, or featured several blogs and called them columns. Over the years the meanings have blended, but I agree with running your site like a publication, even if it is a blog in the traditional sense.

    I have been calling my latest site an online magazine or digital magazine, and have avoided the term blog except when it’s easier to understand. I can verify pretty much everything you’ve said here – with Social Media Sun as living proof. It’s only a month and a half old, and already doing wonderful numbers wise. It just proves that the right setup still works. All of your 5 tips are part of the formula I’m using, and even though most of it is nearly as old as the Internet as I know it, I can’t deny the similarities to what you’ve done here, and knowing that I’ve been exposed to this website at least a few dozen times before I even developed SMS, I suspect it has influenced me. I didn’t realize just how successful SME was until recently though.

    One thing I would add however is to pay specific attention to SEO. A rough estimate, nearly 1/4 of the traffic to SMS is coming from Search engines (and that’s major for a 40 day old site that routinely gets a couple hundred social shares on each article). You don’t have to have a high PR to rank in SERPs, a little research goes a long way. E-mail is also a key ingredient, like you said – social media views are drive by. They may never see your site again, and probably only stayed long enough to an article or 2. RSS and e-mail will capture a small percentage of those as long term viewers. Expose someone 3-5 articles that they really like, and they’ll probably become a daily reader.

  • Johnob2000

    Great article! I am in the process of setting up a blog at the moment on my own and totally get what you say Michael; going it alone it tough! I read your article intently and will definately take your advice from it!

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  • Mostly people do Bookmark sites that shares useful tips. As you said email do attract people to come back read your each posts. But what about sites which has few good posts and do not have fan base. I think it does not work every time. we need to concentrate on latest and fresh posts more. It will help building fans automatically. 

  • What a brilliant article! Thanks

  • Mike this is a post that needs to be bookmarked for upcoming bloggers like me 🙂 Thanks for sharing the valuable info from your life and it can’t be wrong as it is ur exp.Over the last year I have learnt lot of things from SMExaminer and will be doing the same in the future too.
    Thanks for building this great community :).

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  • Michael – what an interesting post! I’ve been blogging in England for about 18 months (it’s a property law “magazine”). I’ll be coming back to this site now I’ve discovered it as there’s some very useful information here. Thank you.

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  • Mike this post is very interesting. I have been blogging for sometime and have found some of the information here very useful thanks for this

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  • Prakash

    Great Advice for those who want to become a blogger