A blog is a place where an individual of group of people post and share updates using a number of different forms of media that appear chronologically on a webpage. Blogs were one of the first types of webpages on the internet, used to categorize peoples lives and interests into digestible daily or sporadic videos, writing, audio, or photographic updates. Since their inception, blogs have been used for many purposes as they are easy to manage for new users, but highly customizable for more expert users. For businesses, blogs are good for cultivating a community of involved users who comment on and follow the blog posts. Many companies today use blogs to interface with their existing and potential customers.
The unique aspect that blogs offer to a company or campaign is a more casual experience for the user, and also a more involved one. As opposed to a corporate website with no place for feedback, the blog format offers friendly opinion pieces, ideas, and discussion away from the carefully curated brand image. Many consumers today look to the web to find additional ways to interact with their favorite brands. Not only does a blog let users find more interesting details about their favorite brands, but also find other users with similar interest in the company.
As the advertising landscape changes to one where customers actively seek out brand experiences and conversations rather than being thrust into them — I.E. the television era — designers and creators must make spaces for consumers to congregate around products. In a way, the blog format is like the water cooler for fans of a brand or company. For existing owners of a product, a blog is an especially great way to continue offering new incentives to remain a fan of a brand or company.
While blogs are a great place for users to congregate away from the possibly intimidating brand image of a company, they are also helpful if users want to share content with other social platforms. By linking WordPress to sites like Facebook and Twitter, users can share content from the blog that they liked with other networks furthering the reach of the product with virtually no extra expenses.
At the end of the day, a blog is an additional method of communication that spurs PR and conversations about a brand that can be an open place for discussion. Blogs are an essential part of nearly any product or company as they take nothing away from the product, and offer a great deal of power and control for content providers as well as content connoisseurs. A blog is an excellent middle ground for users and companies to share their ideas with one another, and often create a more beneficial and positive experience.