Everyone is talking about it. You’ve heard about it in meetings, some of your friends are doing it, and a lot of companies are tapping into its benefits. Blogging is without question becoming the most popular way of publishing a website. And it couldn’t be easier.
In a nutshell, blogging involves writing regular commentary usually in conversational style on news, events and opinions, and sharing with readers content that is pertinent to that author’s interests. The manner in which the content is published is simple and doesn’t require the author to have an intrinsic understanding of technology thanks to innovative blogging platforms and hosting services such as Moveable Type and Blogger. New content is typically added by means of filling in a form and clicking on a submit button.
A blog post can contain text, images, multimedia, and links to other websites. Each blog post has its own unique URL and the author can enable comments from his readers, allowing a dialogue between blogger and reader. As with websites, various types of blogs exist that centre on various interests. Some of the most popular are political, personal, business, and science blogs.
Many businesses are tapping into this form of publishing content on the Net and, most importantly, serving its customers. The interactive, intimate nature of a blog allows for businesses to maintain a relationship with its customers thus facilitating the elimination of a faceless company. A blog not only allows a business to showcase its expertise and work, but also allows for commentary on things related to the business and of interest to the customer. A blog further allows companies to report on industry-related events, trade shows and conferences.
We are only starting to see the South African market becoming aware of this highly advantageous medium. With time, I am sure that many businesses will follow their international counterparts in realising the importance blogging has in their overall digital marketing plan.
