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The wheel of digital marketing

Blogging: The wheel of digital marketing

The wheel was invented towards the end of the stone age, about 5,000 years ago, and was originally used horizontally in pottery (vessel making). Over time, human beings began to find new uses for it, one of which was to create vehicles, which allowed them to move and transport merchandise more easily and quickly. Thanks to this he was able to reach places previously unimagined. Just as the wheel facilitated the transportation of people and goods around the world, blogging has facilitated the transit of information through the Internet.

Today it is almost normal for people with internet access to share information or communicate with each other, using media such as Facebook, Twitter, Instagram, Snapchat, Whatsapp, etc. But if you remember correctly, this was not always the case, and that is why I want to start by introducing you to the ancestors of these current social media: email and blogs. Both connected people from all over the world during the nineties when the internet was still in a very early stage.

Regarding email, most users are familiar with this medium and know that it allows for sending and receiving emails through the Internet. And that this requires a specialized service (eg Gmail) and knowing the recipient's address to send an email. This medium allowed private communication between people.

But when it comes to blogs, the same is not true, despite the fact that many read blogs daily (personal, magazines, news, etc.), not everyone understands the dynamics and technology behind them. This is why I want to invite you to learn a little about its origin, and evolution and why I consider blogging to be the wheel of digital marketing.

The word blog or a weblog is born from mixing the words web+log (Weblog) and is a medium that allows the publication of digital formats. It publishes posts that are organized chronologically and that feed a file called RSS feed that summarizes and creates an index of the blog. RSS technology makes it easy to read and subscribe to blogs.


Blogs represented the genesis of online publishing, and although it was already possible to publish web pages, they required certain technical knowledge on the part of the developer (remember HTML). This is why blogs began to take shape and proliferate only when tools emerged that facilitate online publishing.

The CMS (Content Management System) or Content Management Systems was the answer to the need of common people to publish information on the network, its origin allowed people such as educators, journalists, artists, photographers, and writers, among many others, to start publishing your content on the internet without the need for technical knowledge. It was around this time that public platforms emerged such as Blogger (1999) created by Evan Williams (Twitter and Medium); personal like Blogpocket (2001) developed by Antonio Cambronero; and later, the emergence of WordPress (2003).

During their early years, boggers developed a diversity of practices that are still used in digital marketing today, among the most prominent we have: Post frequently, create and nurture a community, promote participation through a comment system, guest blogging, SEO, SME, email marketing, content marketing, some growth hacking techniques, etc.


These platforms have two main characteristics: They do not use an RSS feed and they are characterized by short content (text, images, quotes, etc.). The most popular is Twitter (2006), where it is currently only possible to post 280 characters accompanied by other formats. Although technically Twitter is a microblogging platform, in my opinion, it is the largest conversation that humanity has had in its entire history and it is one of the most effective means of distributing content organically.


Podcasts have been popular since the time of the first iPods, even that's where its name comes from since it is a mix between iPod+Broadcast. These are serial programs generally in audio format, although there are also some on video. These are published chronologically and use RSS feeds to index their episodes. Although in the beginning, many podcasts came from the radio, little by little creatives and brands were adopting a new style and found podcasting a way to better connect with their community.


Vlogs or video blogs have become popular thanks to platforms such as YouTube, which is not only the largest video platform but also the second most important search engine after Google. This platform has allowed people all over the world to publish their own "TV channels", serials, documentaries, and live broadcasts, among others. But YouTube's relationship with traditional blogs is not only that many of its contents are vlogs, but it also uses RSS technology.