What is a blog used for?

What is a blog used for?To learn more about what is a blog used for, I attended my first blogging conference a couple of weeks ago. This was certainly an amazing experience!

It was the BritMums Live! blogging conference in London and it was packed to the gills with bloggers, mainly women, and a lot of babies! Talking about family life seems to be a natural requisite to getting women to blog, but congregated in subservient and bewildered groups were a few men, two of whom nevertheless won a blogging category at the Best in Blogging (BIB) awards.

This conference gave the impression that a blog is used for self-expression, practising writing, reviewing products and acquiring a large readership. Such mind-blowing statistics were banded about that put my poor little blog to shame. Here are bloggers that seem to spend every waking moment writing (when not feeding and changing babies or collecting children from school), and this conference certainly inspired more blogging content suitably adapted to appeal to their audiences as well as the search engines.

So what is a blog used for? I have determined seven categories: self expression, showcasing expertise, reviewing products, journalism, group blogging, online marketing and monetising through advertising. In fact, because there are so many variable uses of a blog, this can create confusion and conflict amongst blogging gurus when asked why should we blog, or what methods are best, how often should we blog, blogging tactics, styles and much more.


Looking at a blog as an online diary, it lends itself to being a medium for setting the world to rights, as somewhere to collect your thoughts, aspirations, ideals, observations or whatever. Here you can truly be yourself: funny, morose, argumentative, contraversial, witty or stating the obvious, though a conversational style is best when trying to entertain your readers. It could, however, be a dumping ground for your thoughts without any consideration for your audience, as a blog is a personal vehicle for expression through writing.

Showcasing expertise

A blog can contain much more material than a website, so it can become somewhere to explain more about a business, provide examples of skills, services or case studies, explore a concept in more depth or set the author up as a thought-leader in their chosen industry or niche. New entries are placed chronologically above older content, which can be suitably archived for future reference, and there is no limit to how much material can be contained in a blog.

Reviewing products

Quite a lot of the ‘mummy bloggers’ appeared to be reviewers for brands and their new products, especially if they are child related. Businesses will value a popular blog with a healthy readership and good connections with social media, as that is how information within the posts will be presented in front of an ever-increasing audience, especially if the blog owner is pro-active in social networking and bookmarking. This concept can be extended to any prolific writer with a good presence within the blogosphere, particularly for products that may not resinate with a mother!


For anybody in the world of journalism, politics, publishing or the rest of the media, as well as having a prolific Twitter account, they should be blogging. Since blogs are an immediate method of publishing content on the web (as so is Twitter), it is imperative that those in this profession should be pro-active here if they are to maintain their finger on the pulse. The BBC website is a massive blog that is updated every second, as so are the other newspaper websites and those for the Government. Blogs provide an fast and furious medium for finding out as soon as the news breaks, or as a point of reference for past material, and all this activity stimulates an excellent response from the search engines due to consistent new content and working with trending information found via the social networking sites.

Group blogging

This is a great way for a writer to guest post on blogs that are popular with excellent ratings, in order to receive more traffic back to their own blogs. Group blogs excel by recruiting good content on a variety of topics, and arrange for a consistent flow of material to be ready at specific times for posting to ensure constant awareness of the search engines for ranking purposes as well as entertainment for the readership. Another version of this are the blog carnivals, which invite posts on a specific subject to be published on a particular day.

Online marketing

Now this is what I envisage how businesses should be thinking what is a blog used for: ideally as a hub or mothership of a social media or online marketing strategy. A blog is a fabulous medium to help businesses promote themselves online, as everything should come from and return back to it. It provides somewhere to fully explain your campaign with every persuasive technique available, something that may not be possible within the limited capacities of social networking, so must rely on drawing attention of prospective customers back to it and thence onto the website for the business transaction. Blogs are perfect for content marketing, which takes advantage of the search engine algorithms within the new SEO tactics, as well as engaging and nurturing every kind of customer the business may have.

Monetising through advertising

Those with little imagination still think of blogs in the old fashioned sense: how to make money from them. Blogs are an ideal medium for affiliates to add their adverts or banners to attract new customers or recruits to their campaigns. They do, however, rely on blogs with a high traffic turnover, and this requires the blogging owner to post prolifically using all the SEO tactics available to draw in a suitable audience for his advertisers. Unfortunately this may not result in good content, in the content marketing point of view, and also what the new Panda and Penguin algorithms are looking for, unless of course more than one author is deployed. Another thing to note is that affiliate blogs need to spread their advertising presence evenly around the blog’s theme, as multiple adverts congregated ‘above the fold’ may result in the blog being penalised by the search engines, as they deem the content to be sub-standard because of the need for a high turnover.

What is a blog used for? Being aware will enable you to chose the most appropriate function suited to your needs and use it to the best of your abilities.

The following two tabs change content below.
Alice Elliott writes the award winning Fairy Blog Mother blog for beginner and post-beginner bloggers to “explain things really simply” about blogging and WordPress. She provides simple, easy to understand, highly visual courses and tutorials using ordinary, everyday words. Visit her new Beginner Bloggers blog to find her latest learning resources.
Michael - 11 July 2013

Sounds like a really interesting event you attended and also sounds like you had a great time!

I will need to attend one very soon!

Thanks for sharing!

    Alice Elliott - 11 July 2013

    Yes, Michael, blogging conferences are great fun and well worth attending to meet lots of like-minded writers.

Mike - 3 February 2015

Hi Alice I am trying to setup a local classic car club, only a few of us so expense must be as low as possible. Would a blog be suitable to add comments, pics, maybe video. Never used a blog site so have on idea what they can do but interested. found you whilst trying to find info on the net.

    Alice Elliott - 4 February 2015

    Hi Mike, thanks for your comment. A blog is an excellent place to publish your pictures and videos. It is so easy to include them within your posts. And comments will follow if what you post is interesting and entertaining to your readers. Always focus on what they want to read, and if they like what they see, they will comment, especially if you encourage them with a suitable call to action at the end of your post.

daniel - 20 June 2016

I am brand new to blogging and have just started a new website for aviation supplies, what do you suggest i do to kick start this new adventure?

    Alice Elliott - 23 June 2016

    Hi Daniel, thanks for your comment. I suggest you make the items on your website as clearly presented as possible with good quality images. These images should be optimised for the web (low resolution, correct size) to aid quick download of your site.

    You also need to think about the kind of people who will be visiting your site, and to make sure how you design it is purely for their benefit to make it easier for them to find what they want.

    And when you blog, think of as many different variations of your subject as you can, exploring it from many sides, and use different forms of media as well as writing to broadcast your knowledge and expertise.

    Good luck!

Comments are closed