Frank Reed has written an interesting post on Marketing Pilgrim that highlights where blogs are now going in the business world. Nielsen’s NM Incite is currently tracking over 173 million blogs – that’s a lot of blogs, many of which you will need to compete against. The key to success is keeping your blog up-to-date and keeping it relevant to your visitors. Social media has taken over many of the functions of a blog, but social media generally only scratches the surface – it takes a blog to really delve deeper into topics. Frank Reed makes an important observation when he states:
The need for a place for more developed thoughts and examinations of subjects has actually never been greater. As people realize exactly where social media falls in the process of content ingestion there needs to be a place where the 140 character idea is worked out in more detail.
I’ll go a step further – social media is great at raising issues, blogs are the ideal tool to explore them more deeply, foster discussions, and perhaps even provide answers. Social media is a good place to determine if your content is up-to-date and if you are creating content that is still relevant. Your own customers and the types of questions being asked on forums is also a great place for determining current issues.
Blogs are still powerful tools in the right hands. Interestingly, it is no longer the amount of content you create, rather, it’s the quality of that content that is now important. In some niches, publishing quality content two or three times a week is better than publishing a lot of fill in content – that fill in content can often bury the quality content you do publish. You also need to avoid content fatigue – that is, turning content production into a dreaded chore. It will show in your writing, and it can sour what could have been a good quality article.
In the end, the lesson here is that a deeper and more thoughtful examination of information will always have its place. In fact, it will be something in such high demand that we may even see a very quick renaissance of the traditional approach to media.