28 Jun 2010

Blogging a 'good way to boost business communications'

Operating a blog and updating it regularly can be an excellent method for companies to boost brand awareness and interact with their consumers, it has been stated.

Nick Baggott, founder of Navigate Consulting, said blogging is about leadership and the sharing of opinions and can therefore be a good way to communicate a brand's ethos.

He commented: "Blogs are dynamic and can be quickly and easily updated without the need for great expertise and this is of particular benefit to small businesses."

Mr Baggott added that more personalised views can often lead to greater empathy for brands by consumers and this is where blogs can really come into their own.

According to a recent benchmark report from EPiServer, just 34 per cent of blogs are updated on a regular basis and only 19 per cent of brands advertise their blog across the rest of their website.

However, the report did show that 40 per cent of businesses now operate a blog in some shape or form.