Article 4 - The role of blogs as a Marketing Tool

Blog as a Marketing Tool

Blogs are an online social media tool which have penetrated the Internet since their inception. They are of many different types, such as text blogs, photo blogs and business blogs to name a few. Blogging can be defines as the act of creating short-form content. Business blogging is an internet marketing strategy which utilizes blogging to provide more visibility to one’s business.  All the posts on a business blog are about any topics and/or issues regarding the business, such as latest offers and relevant information like customer service. In the modern world, online visibility is of utmost importance if a business is to thrive and reach masses. This refers to the ease with which the business can be found and seen as well as their overall presence online. For example, if a business has ads placed online and if so, on how many platforms. The higher the number of platforms, higher the probability of potential customers coming across them and the existing market looking for the content actively.

When a business uses blogging as a marketing tool, it is not akin to an individual running their personal blog and earning through it. The former is the business’s primary online marketing channel to disseminate information and attract new customers while the latter lies in the range of a hobby.  (Wainwright, 2013) Every time a post is published on the blog, it’s an opportunity for the followers to share it onto their various social media platform, hence getting the brand exposure and driving traffic to the blog. This traffic can then be used for better ranking in the search engines, so the blog contents pop up more often. It is an effective low-cost method which can generate profits for a brand. The best business blogs are present to answer any queries their customers may have, thus building strong customer loyalty. A blog not only provides the company with an identity but also a voice which the followers can connect with. (Hammis, 2015) From the blog content, the audience can get an idea of what the brand represents, its niche is and the level of expertise involved.

Another great way to utilize a business blog is by guest blogging. This can works both ways, one where the business makes an appearance on another reputed blog, or when an outside guest comes. This is a great relationship builder and not only with the audience. Contributing to another blog will help build connections with authoritative figures in one’s and another niche, thus creating future business possibilities. (Jervis, 2016) If the blog is popular, the business can also earn off banner advertisements, thus bringing in extra revenue. A good blog requires a great deal of planning, hard work, research and dedication and it must be handled by an individual or a team who has good knowledge of the form. Blogs can draw attention to something you're trying to promote with greater ease and more depth, than a usual press release. They are also a potent method to bridge the gap between products and consumers via entertainment and educational content. (Powell, 2010) The key is to make the blog attractive and timely. An illustrated or a well-written blog can add to the reader’s information on any topic of their choice while promoting the business. Although it is a passive tool, it has great potential and outreach. Blogging remains a new medium and comes with its own specific rules and regulations.

The value of a blog as a marketing and promotional tool for a business is in its speed and ease with which it can be found and how well it engages the followers to initiate online conversations. (Duermyer, 2016) Such connection with the market allows the business to gain trust and credibility. Blogs have great features and can be integrated with online social media platforms, thus making them social in turn. Simply put, blogs are an online influential, focused and interactive marketing tools.

Refernces:

1.       Duermyer, R. (2016) ‘Blog Marketing: What It Is and How to Do It’Available from: https://www.thebalance.com/blog-marketing-1794404 Access date: 23^rd May, 2017

2.       Hammis, E. (2015) ‘How To Use A Blog As A Successful Marketing Tool’Available from: http://www.business2community.com/blogging/use-blog-successful-marketing-tool-01139310#Poy6eAmcZcjIUToD.97 Access date: 23^rd May, 2017

3.       Jervis, E. (2016) ‘4 Ways to Use a Blog as a successful Marketing Tool’ Available from: https://moreniche.com/news/affiliate/4-ways-use-blog-successful-marketing-tool/ Access date: 23^rd May, 2017

4.       Powell, S.R. (2010) ‘How to use Blogging as a marketing Tool’Available from: http://www.chronicle.com/article/How-to-Use-Blogging-as-a/124530 Access date: 23^rd May, 2017

5.       Wainwright, C. (2013) ‘What Is Business Blogging? [FAQs]’Availbel from: https://blog.hubspot.com/marketing/what-is-business-blogging-faqs-ht#sm.000slrv9813rpehfsl81xauviviio Access date: 23^rd May, 2017