chapter  10
11 Pages

Blog marketing

ByAndrew Corcoran, Paul Marsden, Thomas Zorbach

Let’s start with a simple definition: blog marketing is the use of weblogs to promote a brand, company, product or service, event or some other initiative. A weblog, or ‘blog’ for short, is a frequently updated personal or collaborative website in the form of a diarized journal containing opinions, information and weblinks that reflect the interests and personality of the author(s) (see Blog buzzword briefing box). Because blogs are often themed, covering news and views related to a particular industry or product category, they attract readers interested in that area – and therefore can represent a useful targeting opportunity for marketers.