Exploring Consumer Engagement with Blogs: Content Format Impact

This report examines how consumers interact with blogs, focusing on the impact of various content formats on engagement. It highlights the increasing use of blogs for personal and professional purposes, including spreading information, gaining exposure, and improving search engine rankings. The report defines a blog's structure and emphasizes the importance of quality content, attractive headlines, and regular updates for attracting consumers. It discusses blog engagement strategies, such as the AEIOU framework (Asking questions, Expression, Incentives, Offers, and Utility), and factors influencing blog success, including corporate culture, context, channels, and connectivity. Furthermore, it explores different content formats like text, videos, and graphics, noting the increasing preference for visual content due to consumers' limited attention spans. The report concludes that blogs are a valuable digital marketing tool for enhancing brand image and increasing customer engagement, recommending the use of platforms like WordPress and Weebly for effective blog design and development.

How consumers discover
and engage with blogs
and
identify the impact of
blogs and different
content formats

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
DISCUSSIONS AND FINDINGS..................................................................................................3
Blog Engagement........................................................................................................................4
Different Content Formats..........................................................................................................6
CONCLUSION AND RECOMMENDATIONS............................................................................6
REFERENCES................................................................................................................................7

EXECUTIVE SUMMARY
The primary and major purpose behind completion of this mentioned report assessment is
to evaluate and ensure effective understanding of interaction of consumers with blogs. In
addition to that, it will further facilitate in understanding the reasons behind consideration of
blogs in carrying out marketing practices.
INTRODUCTION
The existing era of Digital transformation has influenced the use of digital technological
elements which further facilitate in spreading awareness among consumers in society in order to
covey the determined information and message (Digital Transformation, 2022). In order to be
precise, Blog is basically referred to set of information presented in a particular format over a
social media platform which facilitate in attaining users attention towards the same (Social
Blogging, 2021). This meaningful concept of presenting information includes various individual
skills including Creativity, Critical Thinking, Communication, Data Analysis, etc. which further
contributes values towards effective and efficient completion of the same.
The Foremost benefits and advantages associated with use of Blogs for carrying out
marketing practices lies in driving traffic towards website, building network, spreading
information, converting acquired traffic into customer base, etc (Benefits of Blogging for
Business and Marketing, 2021). Referring to a organisational point of view, management
representatives engaged in business organisations are aimed at reaching maximum number of
consumers in society in order to maximise sales of products and services offered by that
particular business organisation which further influence them towards consideration of Blogs for
carrying out effective marketing practices (Jenkins, and Moreno, 2020).
This report assessment will be comprised of insightful knowledge based upon interaction
of consumers with blogs posted by businesses in order to spread information and message in
society.
DISCUSSIONS AND FINDINGS
According to Artem Minaev, (2021) A rapid increase in use of Blogs have been observed
in existing era of digitalisation. For instance, it has been observed with personal as well as
professional purpose of individuals in society for carrying out their necessary activities and
practices according to their needs and purposes. In addition to that, primary of these reasons

include presenting their purpose and passion, spreading information and knowledge, to gain or
attain exposure, to achieve a ranking in search engines, etc. All these positive values associated
with use of blogs in carrying out marketing facilitate in effective and efficient completion of the
purpose behind carrying out the same. Being a major component of strengthened technological
element, it attracts attention of users of social media platform in order to provide them with
determined information or message to them. Furthermore, it contributes additional values
towards that particular business organisation by increasing their existing customer base (Why Do
People Blog?, 2021).
As per the view point of Maulidina M., (2022) Blog could be defined as a aggregate of
ideas, content, information, images, opinions, and other elements which facilitate in conveying a
thoughtful or factual message to consumers in society. In order to design a Blog, representatives
engaged in the same considers a systematic format of designing the same. The determined format
of blog is comprised of Header or title, Main content, Sidebar, and Conclusion of Footer. It
allows readers to understand the overall content in a systematic which begins from brief
overview of information and goes on towards conclusion of the over all content. The mentioned
information further highlights the knowledge of enhancing blogs which includes quality of
content, attractive headlines, regular-updates, upright User Interface, etc. All these determined
aspects further result in designing and developing a desired blog with upright quality in order to
attract maximum number of consumers in society towards the same (What Is a Blog? Definition,
Blog Types, and Benefits Explained, 2022).
Blog Engagement
Blog Engagement is basically referred to attraction of consumers in society towards these
designed blogs with quality content or information. The increasing use of Social Media
Platforms among individuals in society has resulted in being a positive influencing factor for
improvising the engagement of consumers towards blogs and other attractive content posted on
social media platforms. The game of using social media is not well-known by most of the
business organisations whereas businesses undertaking upright use of social media platforms for
carrying out their marketing practices (Lehto, 2020).
In order to ensure most effective practices of using social media platform as medium of
carrying out marketing practices, there various strategies and aspects to be taken into
consideration. For instance, the determined strategies i.e., AEIOU of social media includes

Asking questions, Expression, contributing Incentives, Offers, and delivering Utility. In addition
to that, consideration of determined strategies will further result in acquiring maximum benefits
from carrying out effective marketing practices over social media platform.
 For example: Laynes Espresso has posted a blog post over the social media platform of
Instagram which is comprised of a picture presenting delightful view of customer
enjoying their coffee in Layness Espresso. The blog is further supported by a attractive
caption in order to attain users attention towards the post in order to spread awareness of
brand as well as products offered by the same.
Referring to above-mentioned example; it will facilitate respective business organisation
in attracting maximum number of customers towards the posted blog (Erem, E. and Tolunay, A.
2021). For instance, quality content and attractive caption supported with delightful image will
result in spotting the attention of consumers towards products and services offered by respective
business entity. Hence, it will further contribute various additional values towards betterment and
enhancement of respective business organisation.
Success of Blog
The success of a designed model is based upon various different factors and aspect that
result in impacting upon the same in some or the other manner. For instance, primary and major
of these factors and aspects include Corporate Culture, Context, Channels, and Connectivity
(Tips for a successful blog, 2022).
 Corporate Culture: It includes the values of that particular business organisation to be
presented to consumers by designing a blog with quality content and information. For

instance, it facilitates in understanding the values and behaviour of employees engaged in
a business organisation in interacting with consumers in society (Thoma, and et. al.,
2018).
 Context: This aspect is aimed at base of overall content or information in designing a
blog to be presented upon a social media platform or website. In order to be precise, it
plays a crucial role in designing the particular blog as it includes the base of information
which will be attracting consumers towards the same.
 Channels: It includes channels of marketing or platforms which facilitates in presenting
the designed blog which allows businesses to carry out effective marketing practices and
activities.
 Connectivity: This aspect is based upon ability of businesses to reach to their potential
customers in the society in order to fulfil the purpose of designing and presenting the
particular blog. It includes partners, platforms, customers, etc. that facilitate in ensuring
effective and efficient completion of process of spreading awareness and promotion of
message or information (Setting the future of digital and social media marketing
research, 2021).
Furthermore, another major aspect associated with success of blogs in attracting
consumers in society which encompasses the experience of users or readers in spending their
time in reading the particular blog.
For example; Hays Travel (A UK based Travel Agent) designs and presents a blog which
is comprised of different images and informations highlighting the experiences of consumers
consuming services offered by the company. One of the image highlights engaged corporate
culture of the company whereas another image highlights activities and experiences organised by
the company.
Different Content Formats
There are various different formats and types of blogs that could be designed and
developed by representatives engaged in the same. For instance, all these formats and types of
blogs serve different values based upon their purpose of carrying out the same. In addition to
that, these different format of content in blogs include text, videos, graphics, images, etc. which
facilitate in attracting and encouraging consumers towards the same. Moreover, individuals or
professionals engaged in designing these blogs consider all the factors and aspects associated

with these different formats in order to select the most suitable out of the same (Seidmann, 2021)
(Breek, and et. al., 2018).
In order to be precise, it has been observed that consumers in society does not spend
much of time in checking-out these blogs on a random basis. For instance, business organisations
analyses responses of consumers towards different formats in order to acknowledge the most
effective and efficient out of the same (Luzón, 2017) In addition to that, these forces and
aspects has influenced the consideration of videos and graphics in designing a particular blog in
order to attract consumers in foremost sight and interaction with the same. Furthermore, Videos
and images in a blog facilitate in faster and effective understanding of the overall content or
information as the users or readers are not willing to spend much of their time in reading out
these blogs.
Therefore, there are various software available to individuals engaged in designing blogs
which facilitate them in designing a upright blog. For instance, primary and major of these
software or tool include Wordpress, Weebly, Tumblr, Strikingly, etc. which allows them to
design a desired blog with upright information and content. Moreover, these designers and
developers of blogs are tend towards consideration of a combination of different formats of
content altogether in order to design the determined blog in the most effective and efficient
manner (Digital Marketing, 2022). Referring to above-mentioned information, consideration of
all these factors and aspect in designing a blog further facilitate in contribution of additional
values towards that particular business organisation.
CONCLUSION AND RECOMMENDATIONS
From the above report assessment, it has been concluded that blogs are one of the most
preferred medium of Digital Marketing practices in order to carry out effective marketing
practices for a company. For instance, enhancement of brand image, effective consumer
engagement, increasing existing customer base, etc. are some of the advantages associated with
designing and presenting blogs over social media platforms (The latest industry insight. 2022).
Moreover, AEIOU are some of the aspects that facilitate in ensuring success of presenting a blog
among consumers in society. Corporate culture, Context, Channels, and Connectivity are some
of the factors or aspect that facilitate a driver towards accomplishment of purpose behind
carrying out marketing practices in context of blog over social media platforms. Furthermore,
Wordpress, Weebly, Tumblr, and Strikingly are some of the primary and major software

available to individuals engaged in designing and developing a blog to attract additional
customer base (Best Blogging Platforms, 2022).

REFERENCES
Books and Journals
Breek, and et. al., 2018. The role of social media in collective processes of place making: A
study of two neighborhood blogs in Amsterdam. City & Community, 17(3), pp.906-924.
Jenkins, M. C. and Moreno, M. A., 2020. Vaccination discussion among parents on social media:
a content analysis of comments on parenting blogs. Journal of Health
Communication, 25(3), pp.232-242.
Lehto, M., 2020. Bad is the new good: negotiating bad motherhood in Finnish mommy
blogs. Feminist Media Studies, 20(5), pp.657-671.
Seidmann, V., 2021. On blogs, autistic bloggers, and autistic space. Information, Communication
& Society, 24(15), pp.2277-2292.
Thoma, and et. al., 2018. The social media index as an indicator of quality for emergency
medicine blogs: a METRIQ study. Annals of emergency medicine, 72(6), pp.696-702.
Yeh, H. C., Tseng, S. S. and Chen, Y. S., 2019. Using online peer feedback through blogs to
promote speaking performance. Journal of Educational Technology & Society, 22(1),
pp.1-14.
Erem, E. and Tolunay, A. 2021. An Investigation on the Influence of Blogs on Consumer
Luzón, M. J., 2017. Connecting genres and languages in online scholarly communication: An
analysis of research group blogs. Written communication, 34(4). pp.441-471.
Engagement Behaviour. Yönetim ve Ekonomi, Vol 28(4), pp 695-715.
Online
Why Do People Blog?, 2021. [Online] Available Through: <https://firstsiteguide.com/benefits-
of-blogging/>
What Is a Blog? Definition, Blog Types, and Benefits Explained, 2022. [Online] Available
Through: <https://www.hostinger.in/tutorials/what-is-a-blog>
Digital Transformation, 2022[Online]Available Through:<https://enterprisersproject.com/what-
is-digital-transformation>
Social Blogging, 2021[Online]Available Through:<https://www.copypress.com/kb/content-
syndication/what-is-social-blogging/>
Benefits of Blogging for Business and Marketing, 2021[Online]Available
Through:<https://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht>
Tips for a successful blog, 2022[Online]Available
Through:<https://www.theguardian.com/culture-professionals-network/culture-professionals-
blog/2011/nov/17/top-tips-successful-blog>

Setting the future of digital and social media marketing research, 2021[Online]Available
Through:<https://www.sciencedirect.com/science/article/pii/S0268401220308082>
Digital Marketing, 2022[Online]Available Through:<https://blog.hubspot.com/marketing/what-
is-digital-marketing>
Best Blogging Platforms, 2022[Online]Available
Through:<https://www.websitebuilderexpert.com/website-builders/blogging-platforms/>
The latest industry insight. 2022. [Online] Available through
<https://www.zazzlemedia.co.uk/blog/#gref>