Firms - including those using serviced offices in Northampton - using blogs as a marketing tool should incorporate the opinions and views of the writer into them in order to engage with customers, it has been noted.
Nick Baggott, founder of Navigate Consulting, said readers are looking for a company's spin on market conditions and news.
"It is not enough to just link to other sites and blogs - you need to say why you think they are interesting and what you feel the implications are," he stated.
Mr Baggott added businesses should operate in terms of 'thinkers' and 'linkers'.
A thinker will post pieces that are considered and detailed on an infrequent basis, whereas a linker will ensure their blog becomes a destination site by diverting readers to other research and opinion pieces, he observed.
Earlier this month, a report published by the Internet Advertising Bureau found a ten per cent rise in online advertising spend for the first six months of the year was contributed to by the boom in social, online video and performance marketing.
