It can be difficult for businesses to choose which blog platform is best for search engine optimization (SEO) and website analytics purposes, but recent studies have shown a direct correlation between a company's blogging presence and the number of visitors to its website, thus upping the importance of content marketing.
Although there are many platforms to choose from, the three that most companies and bloggers gravitate toward are WordPress, Blogger and Tumblr.
WordPress is often thought of as the most difficult platform to truly understand and many new users shy away from it as a result, especially its self-hosting version of WordPress.org. Many companies can bulk up their SEO and online marketing efforts by utilizing any of the millions of WordPress.org plugins, which can make the blog easier to use for the business and improve user experience.
Google-owned Blogger is unique, which makes it extremely search-friendly, and the platform automatically connects to existing Google accounts. It's also thought of as being easier for beginners to use, though the site analytics reports are considered more in-depth than those of WordPress because of Blogger's affiliation with Google.
Tumblr is considered the hottest blogging platform on the web because of the recent attention it's received, not because of how long it's been around. It is considered the most popular blog-hosting service in the world and is easy for beginners to use and customize. However, it is considered a "microblogging" platform and is best-suited for small bits of information and visuals rather than long, wordy blog posts.