Blogs are an important part of the social media universe, and a key component in web marketing strategy of many businesses. How can you incorporate blogs into your web marketing mix? There are two key waysyou can run your own blog, or you target third-party blogs for your public relations efforts. Or, better yet, you can do both.
Why Blogs are Important to Web Marketers
Blogs have been around for a number of years now, long enough for there to have been a generational change in the blogosphere. Many early blogs were personal diaries, hosted by individuals sharing their thoughts and opinions. These personal blogs are in decline, with individuals gravitating to Facebook and other social networks to post their musings.
In their wake, the blogosphere has turned more professionaland, in many cases, commercial. The most popular blogs today are those that disseminate professional news and opinions, across a range of topics. Many of these blogs offer independent news and reviews; other blogs are run by companies promoting and supporting their brands and products.
As such, consumers have come to rely on the blogosphere as a primary source of product information, both pre- and post-purchase. They read “news and reviews” blogs to learn more about and compare products they’re thinking about purchasing, and visit company blogs to pick up more detailed brand and product information.
For this reason, smart marketers incorporate both types of blogging activities into their web marketing plans. Third-party blogs are targeted as part of the company’s online PR efforts, while in-house blogs are created to support the company’s brands and products. The combination of third-party and in-house blog exposure reaches the largest potential audience with, if done properly, a unified marketing message.