A blog is a website made up of various articles that appear over time and are generally placed in reverse chronological order, i.e., from the oldest to the most recent first.
In the past, blogs were often created by individuals, known as bloggers, and had a very personal appeal.
Over the years, however, companies have adopted them as their own, turning them into veritable pillars of communication.
Blogging is a very interesting digital marketing lever. It's a highly effective online tool for brands.
A blog offers the following advantages in particular:
- It improves a site's visibility on search engines like Google. By publishing recurring articles on a blog, you inevitably increase your keyword count. As a result, you boost your SEO and attract more traffic.
- It distributes non-commercial information. By writing informational posts and sharing tips and tricks or feedback, it positions you as a true expert in your field and promotes your brand image.
- It humanizes the company's relationship with its customers. A blog is an excellent way of building brand sympathy.
- It enables direct exchange with customers on a wide range of subjects. By leaving room for customer comments in the post, the blog will provide another way of exchanging remarks, recommendations, problems, or suggestions.
- It can link to products. The blog can contain links to the brand's product pages, which can encourage purchases.
- It promotes inbound marketing. By providing interesting content to web users, the blog attracts readers to the brand.
- It encourages influencers to relay the information presented. When the articles published are relevant, many internet users spread and share them, increasing brand awareness.
Of course, this list is by no means exhaustive, and blogs have many interests. A blogger or marketer can opt to add not only text but also images and videos to their articles.
