Blogs can be a valuable tool for online marketers as they provide a simple way of updating consumers, improving brand awareness and driving website traffic, according to one expert.

Writing on the Minnesota Public Relations Blog, Somer Davidson of the University of Minnesota said that blogs offer a number of advantages to users of online marketing services, while also being easy to set up.

A range of software is available that will do the legwork, automatically placing the most recent updates at the top of the page, she said.

This means that instead of relying on weekly or monthly newsletters, marketers can use a blog as an excellent way of keeping consumers informed of new products or offers in almost real time.

Furthermore, Ms Davidson said, blogs are search engine-friendly, so posts will be displayed if the content matches web users’ queries, which could be a potentially valuable source of new website traffic.

Allowing consumers to comment on entries and responding to their suggestions can also be a good way of improving brand loyalty, she added.

Harvey Raybould of Compila recently said that blogs are the most effective social media tools for boosting search engine optimisation.

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