Using blogs as a marketing tool

Abstract

Blogs are growing in popularity among busnesses and individuals alike. They are no longer just a digital publishsing tool. Nowadyas blogs can be utilized in marketing activities and as means for communication with company’s interest groups. Blogs can be a great platform for companies to establish closer connection with their costumer base, deliver company values and give more personable image of the company. This research aims to give an overview of the use of blogs as a mareting tool for businesses and individuals. It looks into the common factors that contribute to the success of a blog, the technical features as well as the common mistakes bloggers do. As examples of successful blogs are viewed five blogs, all different in their field and topic. Among the examples are established international companies as well as individuals who have made their blogs successful due to their insight of how to use them. The empirical part of the research also includes a guide for beginner bloggers, which focuses on a step-by step tutorial for creating a blog on Blogger. This research provides general information on blogs and their use for marketing pur-poses. Its purpose is to give practical advice for beginner corporate and individual bloggers