“Blogging is dead!” a recent headline trumpeted. How can that be true? Particularly, how can that be true on a site like this one, where most of what we do is dedicated to creating, maintaining and disseminating blog content, and telling our faithful readers why they need a blog of their own. So I ask again, how can blogging be said to be dead?
Ask and you shall receive
The answer lies in asking the right questions. The first question is: what is a blog?
Traditionally (if the word “traditionally” can be applied to anything web-related), a blog was little more than an online journal. People shared their thoughts, feelings and experiences on a range of themes from the mundane to the profound.
As blogging grew in popularity, so the platform’s uses grew in diversity. Small businesses and passionate crafters used free blogging platforms as substitutes for full scale websites, to showcase their wares. As blogging applications expanded, so functionality grew to accommodate a growing shopping list of requirements.
Eventually, blogs offered the tools and widgets to mimic a “regular” website very closely indeed. Even so, in the minds of the internet users at large, a blog remained firmly that: a blog. What’s wrong with that? You may well ask. You see, a blog conveys the impression of amateurism. It feels entry level, basic.
If a blog is so unprofessional, why do we recommend them so highly?
The second question is: what is a blog for?
A blog is no longer a blog. The technology that developed so rapidly to accommodate the burgeoning demands of bloggers worldwide overtook itself and created the ideal stage for generating and sharing fresh content.
This is a big deal. Google values fresh, relevant content more highly than any other search criteria. The blog architecture offered by content management systems allows webmasters to upload new, fresh, relevant data as often as they wish.
Essentially, blogs have been reinvented as online publishing portals. And anyone can have one. When you install a blog on your website, you become a media owner: the manager of your very own PR service – and all the press is about you (well, not really. But that’s the topic of another article). It’s no longer a blog. It’s a personalised news service.
Time to change gears
That’s why we’ve stopped calling the articles we share “posts”. It’s a subtle but meaningful paradigm shift, and it is, in my opinion, the foundation of content marketing.
What about you? Do you use blog architecture on your website for the purposes of sharing fresh content with your audience? We’d love to hear your thoughts on the development of content marketing as a discipline. Leave a comment below, or contact us.