What is a blog?

Blog

A blog is a website or section of a website where content is published regularly, typically in reverse chronological order so the newest posts appear first. The term comes from "weblog," originally meaning an online journal where people logged their thoughts and experiences on the web.

Today, blogs serve a much broader purpose. Businesses use them to share expertise, attract potential customers, and improve search visibility. Individuals use them to build audiences around topics they care about, from cooking and travel to technology and personal finance. What distinguishes a blog from a static website is the ongoing conversation: fresh content, reader comments, and a voice that feels more personal than a corporate brochure.

How blogs work

Every blog runs on a few core components working together.

Content management system (CMS): This is the software that lets you create, edit, and publish posts without writing code. WordPress powers the majority of blogs worldwide, though platforms like Wix, Squarespace, and Blogger offer alternatives with different tradeoffs between flexibility and simplicity.

Posts and pages: Posts are your dated, regularly published content. Pages are static sections like "About" or "Contact" that don't change often. Most blogs combine both.

Categories and tags: These organize your content so readers can find related posts. Categories are broad groupings; tags are more specific descriptors. A food blog might have a "Desserts" category with tags like "chocolate," "no-bake," and "gluten-free."

Comments: Many blogs allow readers to respond directly to posts. This creates community but requires moderation to filter spam and maintain constructive discussion.

RSS feeds: These let readers subscribe to your blog and receive new posts automatically through feed readers or email.

Types of blogs

Blogs take many forms depending on who creates them and why.

• Personal blogs share individual experiences, opinions, and stories. They might cover a single passion or range across whatever interests the author.
• Business blogs support company marketing by publishing content that attracts potential customers and demonstrates expertise.
• Niche blogs focus tightly on specific topics like photography gear, vegan recipes, or personal finance for freelancers.
• News blogs cover current events in a particular industry or area of interest.
• Affiliate blogs review products and earn commissions when readers purchase through their links.

The boundaries blur often. A personal blog about running might evolve into a business reviewing running shoes. A company blog might develop such a distinct voice that it feels personal.

Why businesses blog

For companies, blogging serves several strategic purposes that compound over time.

Search engine visibility: Each blog post creates a new page that search engines can index. Posts targeting specific questions your customers ask can bring organic traffic for years. A post explaining how to write a perfect blog post might attract readers who later become customers.

Authority building: Consistently publishing helpful content on your area of expertise builds credibility. When someone reads five useful posts from your company, they trust your product recommendations more than a competitor they've never heard of.

Lead generation: Blog posts can introduce readers to your email list, free tools, or gated content. Someone who finds your blog through search might subscribe to your newsletter, then eventually become a paying customer.

Customer education: Blogs help existing customers get more value from your product. Tutorial posts, use cases, and best practices reduce support requests while improving customer success.

How to start a blog

Getting a blog online requires a few decisions and setup steps.

1. Choose your platform. WordPress.org (self-hosted) offers the most flexibility but requires separate hosting. WordPress.com, Wix, and Squarespace handle hosting for you with less technical overhead.
2. Pick a domain name. This is your blog's address. For business blogs, use your company domain. For personal blogs, choose something memorable that reflects your topic or name.
3. Set up hosting. If you're self-hosting WordPress, you'll need a hosting provider. Many offer one-click WordPress installation.
4. Select a theme. This controls your blog's visual design. Start with something clean and readable; you can customize later.
5. Create essential pages. At minimum, include an About page explaining who you are and what you write about, plus a Contact page.
6. Publish your first posts. Aim for at least three to five posts before promoting your blog so visitors have something to explore.

For a detailed walkthrough, see our guide on how to set up a blog on WordPress.

What makes blog content effective

The blogs that build loyal audiences share certain qualities.

Useful specificity: Vague advice doesn't help anyone. "Write better headlines" is forgettable. "Use numbers and power words in headlines to increase click-through rates" gives readers something actionable.

Consistent publishing: Readers and search engines both reward reliability. Whether you post weekly or monthly, maintaining a schedule builds expectations and trust.

Clear structure: Scannable formatting with headers, short paragraphs, and bullet points helps readers find what they need. Most people skim before deciding whether to read fully.

Authentic voice: The best blogs sound like a knowledgeable person talking, not a committee writing by consensus. Personality makes content memorable.

Visual elements: Images, screenshots, and diagrams break up text and illustrate concepts. Original visuals perform better than generic stock photos.

Blogs and email marketing

Blogs and email marketing work together naturally. Your blog attracts new readers through search and social sharing, while email converts those readers into subscribers you can reach directly.

This combination creates a sustainable content system. Blog posts provide value that earns email signups. Email newsletters drive traffic back to new posts. Subscribers who engage with both channels become your most loyal audience.

You can automate this relationship. When you publish a new post, automatically send it to subscribers who've opted in. Segment your list based on which blog categories readers engage with, then send more relevant content to each group.

FAQs

What's the difference between a blog and a website?
A blog is a type of website focused on regularly published content. Traditional websites have mostly static pages that rarely change. Many businesses have both: a main website with product information plus a blog section with ongoing content.

How often should I publish blog posts?
Consistency matters more than frequency. Publishing one quality post weekly beats publishing daily for a month then disappearing. Start with a schedule you can maintain, then increase if you have capacity.

Can you make money from blogging?
Yes, through several models: advertising revenue, affiliate commissions, sponsored content, selling products or services, or using the blog to attract clients for other work. Most successful monetization requires significant traffic or a highly engaged niche audience.

How long should blog posts be?
Long enough to thoroughly cover your topic, short enough to hold attention. For most subjects, 1,000 to 2,000 words works well. Some topics warrant 3,000+ words; others need only 500. Let the content dictate the length.

Do blogs still matter for SEO?
Absolutely. Blogs remain one of the most effective ways to target long-tail keywords, answer specific questions searchers ask, and build the topical authority that search engines reward.

Ready to connect your blog to automated email campaigns? Start your free ActiveCampaign trial and see how content and email work together.