Blog software gives you the powerful ability to syndicate your content using popular formats such as
RSS and Atom. These standards are designed to allow people to read your content—as well as their
other favorite blogs—in a piece of software known as a feed reader. Good blogging software makes
this easy by providing people with a simple button to click to add your blog to their subscription lists.
People who subscribe won’t come to your site every time they read your content, but once they have
subscribed to your feed, they will read most or all of your posts.
Hosted Versus Self-Hosted
Blogging software falls into one of two varieties: hosted or self-hosted. Hosted software, such as
LiveJournal, resides on a server owned by the organization that maintains the code. Many hosted solutions
will give you a URL to use, such as http://<example>.wordpress.com. Self-hosted software is run
on your own server. Self-hosted platforms require installation and configuration, but once they are set
up they’re completely under your control. Blogs running self-hosted software are located on a domain
owned solely by you, as opposed to the shared domains often used by hosted blogs. Hosted software
is often easier for new bloggers to get started on, but for best results your blog should appear on your
own domain. Some hosted blog systems allow you to use your own domain; take advantage of this if
you can.
Most popular blogs today use self-hosted software, and chances are good that you’ll need help installing,
designing, configuring, and maintaining your blog to get it running to your needs. Rather than hire a
dedicated in-house person to manage this for you, you should look for technical help in your industry or
location. Mashable’s Pete Cashmore recommends finding a firm or individual who would like to increase
her exposure in your niche, and offering a trade of advertising space on your site and blog for free or
discounted services.
WordPress
WordPress is the most well-known and widely used blogging software, as well as my personal favorite.
It is free, is open source, and has a robust community of developers and designers who’ve built
thousands of plug-ins and themes for it, making it the most customizable platform available.
Movable Type
Many of the most high-traffic blogs on the Web use Movable Type. In the past few years, Movable Type
has shifted to an open source model and now has great support for multiple blogs, but it is not as easy
to use as WordPress. The most popular paid, hosted platform on the Web is TypePad (see Figure 2-11).
Based on Movable Type software and owned by the same company (Six Apart), TypePad is simpler to
use than the self-hosted version and includes a few additional features. Some sites running on TypePad
use domains such as http://<example>.typepad.com, whereas others use their own domains.
Blogger
One of the earliest blogging platforms, Blogger is hosted software (see Figure 2-12); most sites using it
appear on URLs such as http://<example>.blogspot.com. It is very easy to use, but it lacks many of the
features available in other platform solutions. It is a popular choice for new bloggers creating their first sites.
HubSpot
HubSpot (the company I work for) sells a set of tools, including a blogging package. This paid, hosted
service allows your blog to appear on your domain and includes features for companies that want to
integrate their blogs with their lead-tracking and marketing analytics.
RSS and Atom. These standards are designed to allow people to read your content—as well as their
other favorite blogs—in a piece of software known as a feed reader. Good blogging software makes
this easy by providing people with a simple button to click to add your blog to their subscription lists.
People who subscribe won’t come to your site every time they read your content, but once they have
subscribed to your feed, they will read most or all of your posts.
Hosted Versus Self-Hosted
Blogging software falls into one of two varieties: hosted or self-hosted. Hosted software, such as
LiveJournal, resides on a server owned by the organization that maintains the code. Many hosted solutions
will give you a URL to use, such as http://<example>.wordpress.com. Self-hosted software is run
on your own server. Self-hosted platforms require installation and configuration, but once they are set
up they’re completely under your control. Blogs running self-hosted software are located on a domain
owned solely by you, as opposed to the shared domains often used by hosted blogs. Hosted software
is often easier for new bloggers to get started on, but for best results your blog should appear on your
own domain. Some hosted blog systems allow you to use your own domain; take advantage of this if
you can.
Most popular blogs today use self-hosted software, and chances are good that you’ll need help installing,
designing, configuring, and maintaining your blog to get it running to your needs. Rather than hire a
dedicated in-house person to manage this for you, you should look for technical help in your industry or
location. Mashable’s Pete Cashmore recommends finding a firm or individual who would like to increase
her exposure in your niche, and offering a trade of advertising space on your site and blog for free or
discounted services.
WordPress
WordPress is the most well-known and widely used blogging software, as well as my personal favorite.
It is free, is open source, and has a robust community of developers and designers who’ve built
thousands of plug-ins and themes for it, making it the most customizable platform available.
Movable Type
Many of the most high-traffic blogs on the Web use Movable Type. In the past few years, Movable Type
has shifted to an open source model and now has great support for multiple blogs, but it is not as easy
to use as WordPress. The most popular paid, hosted platform on the Web is TypePad (see Figure 2-11).
Based on Movable Type software and owned by the same company (Six Apart), TypePad is simpler to
use than the self-hosted version and includes a few additional features. Some sites running on TypePad
use domains such as http://<example>.typepad.com, whereas others use their own domains.
Blogger
One of the earliest blogging platforms, Blogger is hosted software (see Figure 2-12); most sites using it
appear on URLs such as http://<example>.blogspot.com. It is very easy to use, but it lacks many of the
features available in other platform solutions. It is a popular choice for new bloggers creating their first sites.
HubSpot
HubSpot (the company I work for) sells a set of tools, including a blogging package. This paid, hosted
service allows your blog to appear on your domain and includes features for companies that want to
integrate their blogs with their lead-tracking and marketing analytics.
