Blog updates 'must be regular'

Companies making use of blogs as a marketing tool must ensure they are regularly updated, according to E-consultancy.

Graham Charlton, researcher at the internet analyst, explains that timely updates help to engage more successfully with the reader.

"Try to post on a regular enough basis such that it gets readers into the habit of checking for new posts," he writes.

"If you leave weeks between posts, readers will lose interest."

Mr Charlton also recommends making content indexable by search engines by including appropriate key terms.

By doing so in line with the overall search engine optimisation (SEO) strategy for the business, he says this could prove a valuable means of increasing exposure.

SEO expert Patrick Altoft previously told E-consultancy that a popular blog can help to raise the overall profile of a company.

He suggested that such content also provides an avenue through which to respond to relevant stories in the news.