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For some bloggers, their blogs are basically their diaries – except it’s all public. They share their personal experiences and stories. depending on who they are and how engaging their stories are for their communities (aka target audiences) they have decent audiences.

In the context of authentic storytelling,  sharing your personal stories through the digital channel of a blog certainly is blogging. Depending on who is sharing personal stories and what they are about, the audience might be small. That might be OK even. I know families who publicly blog and share their family stories. Hats off to them. While I personally may not care about every single one of their stories, it’s still great to see the effort.

In the context of content marketing, a blog should be your home base. Content marketers share informational, educational and relevant stories on their blogs and then share them across other channels, which could include social media, offline and even traditional channels.

In content marketing, blogging is most useful and effective when bloggers share educational, informational and relevant information for a specific audience or community. Their content helps other people’s problems and sometimes inspires. It also ends up contributing to sales, but content is not sales-y. Blog posts shouldn’t be promotional or sell.

Blogs that have a defined (and documented) strategy and that have a defined purpose are often the most useful to audiences and the people writing them – mostly because content is focused and extremely relevant to readers.

How to set up a blog?

I would usually recommend to add it to your website proper. There might be reasons why it should stand on its own, but in general, it can help your business and website if it’s all integrated.

WordPress is one platform that allows you to set up a blog. There are others and you can also blog on LinkedIn, which is especially beneficial when your audience is business people.

How does content marketing and storytelling fit?

Authentic storytelling is a content marketing technique and The Authentic Storytelling Project encourages truth and realism in content marketing.