Blogs give an easy method of regularly publishing web pages as online journals, diaries or news or events listings. Many blogs provide commentary or news on a particular subject. Others function as more personal online diaries. A typical blog combines text, images and links to other blogs, web pages and other media related to its topic. The capability for readers to leave comments in an interactive format is an important part of many blogs. Feedback (trackback) comments from from other sites are also sometimes incorporated. Frequency can be hourly, daily, weekly or less frequently, but several updates daily is typical.
There are many free services which enable anyone to blog (e.g. www.wordpress.com, www.blogger.com) The blogging format enables the content on a website to be delivered in different ways:
- By topic – in categories or topics to browse. E.g. social media marketing category.
- By tag – more detailed topics. Each article will be tagged with several tags to help them appear in searchers. E.g. ‘B2B’ or ‘case studies’.
- By author – features from different columnists who can be internal or external. Guest posting is an effective method for both guest author and blog to increase reach.
- By time – all posts broken down by different methods above are in reverse date order.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.