Blogging 'a prolific marketing tool'

Blogging is turning from a "soap box" into a prolific marketing tool, an expert has commented.

Reporter Matt Henkes made his comments in an article for businesszone.co.uk, adding that online diaries can be used to market a firm.

However, he warned that it is vital corporate bloggers have a clear plan in mind for the platform rather than wasting time and resources creating content which is "pointless waffle".

Mr Henkes noted that sharing news through blogs can help with search engine optimisation and even customer service.

"It could be that you want to demonstrate your expertise in a particular area, build up a reputation as an authority in your industry, or perhaps build trust with current customers or attract new prospects," he added.

Recently, an article published by news resource E-consultancy called for firms hoping to successfully use the platform to publish regular, authentic and human-sounding blog posts.

It noted that, when used properly, a blog can be an easy way for a firm to draw attention to its latest news and to respond to both positive and negative press.