Here’s a good post about the state of blogging, post-revolution. Like any major technology that bursts on the scene, there is use, misuse, abuse, and boring. Jane Genova, Speechwriter-Ghostwriter, says this about the way blogs are going. (Please note the boldings and italics are mine, so that you will pay special attention to these concepts; also note that it doesn’t matter if you aren’t doing a blog yet. These comments apply to writing good newsletter too!)
Blogging – Post-Revolution, excerpts…
By Jan Genova, Sppechwriter-Ghostwriter
Blogging is morphing from a grassroots revolution to a mainstream commercial communications tool. And that’s making all the difference in how the 80,000 who start a blog each day and all the rest of the14.2 million bloggers chat it up the blogosphere.
In fact, ecommerce expert Paul Chaney, President of Radiant Marketing Group, observes that even the term "blog" is being replaced by the more formal communications term "content management system."
So, what does all this mean? A total re-thinking of how to use this medium.
So, to be taken seriously, the postings will have to be clearly differentiated from all the other "stuff" out there.
That now-must differentiation can come in almost an infinite number of ways: Really provocative/controversial content. Information that can’t easily be obtained elsewhere. Brilliant analysis of events, trends, personalities. Authorship by a celebrity such as Donald Trump. Dogged persistence in following a topic. Passionate commitment to a cause or to a corporate function such as customer services, quality, design (e.g. GM’s Robert Lutz). And so on.
In short, just putting it out there is no longer enough. That phase is over. As in all other kinds of messaging that will get attention everything connected with the blogosphere has to be strategic. Bloggers can not expect a free pass.
My advice to clients: If you’re blogging now, you better do a better job of it. And you must now use blog postings as just one approach in a integrated marketing campaign. That could include mainstream media (MSM), snail mail, speaking engagements, special events, telemarketing, and so on. In these times, blogging can no longer be applied in a stand-alone way or as a total strategy. It must be a part of a more comprehensive strategy.