For online communications in a world where information can be shared in an instant, does blogging still matter? Choose the shortest format to tell your story and work back from there to cover the different platforms where your audience resides
Neville Hobson, also known as @jangles, has posted a recent presentation to Slideshare: Is there any point in blogging? The slides are a great walkthrough the different formats now popular for communicating online and how organisations can use the channels effectvely. Also included in the slides is the infographic above. Published in June 2011 by GO-Gulf.com, it gives a real feel for the massive volume of opinions flowing across the Internet and why ‘big data’ matters. Imagine being able to mine those insights in real-time to influence decisions.
Here’s Jangles slidedeck:
And back to the question that forms the title. Is there any point in blogging? Well here I am, writing a blog post… 🙂 But the answer, in true consulting style is ‘it depends’. The overall value is definitely lower than 5 years ago due to the sheer number of blogs out there. Thanks to power laws and long tails, discoverability now has little correlation with quality of the content. Industries that benefit from visuals and location-awareness may find short format alternatives like Instagram and Pinterest of more benefit than the longer format of traditional text-y blog posts.
Two tips to get the most value out of blogging/online communications:
- If you have to pick one medium, choose the shortest format that tells the story. Work back from there.
- Make the content available on the platforms that your target audience inhabits.