Blog Marketing utilizes "blogs" (weblog) which are Internet records written in a personal or professional tone about a particular subject and updated on a frequent basis. The writer, known as a “blogger,” writes observations on particular subject matters and links to useful website's. Blogs are especially important to Internet Marketing because of the abundance of rich content they usually contain.

Blogs are gaining ground as credible sources of information with Internet users. According to a recent survey by Hostway, a Web-hosting and managed services provider, 45% of 2,500 respondents feel blogs are as or more credible than television commercials, and 45% feel that blogs are more credible than Internet Marketing. Forty-one percent feel blogs are as or more credible that radio advertising. - Source: Inc.com

The tools for editing, organizing, and publishing Blogs are referred to as content management systems, publishing platforms, weblog software or simply blogware. This content is usually and easily syndicated via RSS (Really Simple Syndication).

Blog readers tend to make more online purchases. In the first quarter of 2005, less than 40 percent of the total Internet population made online purchases. By contrast, 51 percent of blog readers shopped online. Blog readers also spent six percent more than the average Internet user. - Source: Nielsen/Net Ratings