A new model for publishing
The rise of blogging is more than a simple addition to the publishing
mix. It's had the same transformative and democratising effect on web
content that word processors had on conventional publishing two
decades ago. Today blogging has woven its way into the majority of
large scale websites, and through the access to fresh and personalised
information that it provides, the blogosphere has created a whole
range of new touchpoints between consumers, businesses and media. In
this Digital Insight Report, we look at some of the ways blogs can
deliver messages and give newcomers key perspectives on how to get
Since 2000, we have been talking about the digital networked
society and the implications for firms as their sectors make the
transition. Our Digital Insight Reports explore patterns within these
changes and provide some simple navigation to successfully make the
With blogs come the freedom to express, connect and discuss - the
engine for a much deeper cultural change in society.
Blogging, like much of web marketing, is turning the traditional
'push' model of communications on its head.
Online has created a new type of media consumer: one that's both
in control, and knows it.
It's not about how loudly the site (or the blogger) shouts.
Instead, it's about how much and how deeply your audience wants to
Just in the way there can be strong or weak advertising, so too
can there be strong or weak blogging.
Most firms have made a bit of a hash of getting involved in online
communities, but those that get it right, are proving that there's
a new model for how business should talk.
For a small firm, this is now one of the easiest forms of
marketing and really builds into a resource over time.
Before creating your new blog, taking a step back to gather your
thoughts helps you evaluate what you're doing and decide where and
how you use your effort.
Getting to grips with blogging
Blogging is one of the most flexible of web communication tools.
Its content can be used to deliver anything from rich information
and technical data, to the emotive columns and opinions of a
firm's leadership team. The ripples spread far and wide: from
building the firm's brand, dealing with complex repositioning, to
feeding news and information to journalists and stakeholders in
the sector. Internal blogs can help teams in large organisations
exchange information, while at home, blogging allows enthusiasts
to indulge and share their passions. As the price of the software
collapsed, the technologies became accessible to the smallest
businesses with the most slender margins. For many the model of
the blog has replaced the idea of a web page, and their ease of
use guarantees that anyone with the skills to handle a word
processor has the skills to build a blog. Easy, free, and highly
effective: it is no surprise that blogging has moved from the
margins to the core of web publishing so fast.
difference with blogging
Blogging can change the way firms relate to their customers
because as a platform it can deliver messaging in a very personal, engaging and
participative way. For small firms it has the ability to build engagement and
discussion, while for large firms it can break down the walls between customers
and senior staff, offering the potential to transform the role of corporate
communications. By developing their own blogs, or carefully raising discussion
and comment on those run by others, brands can extend their footprint and reach
wider audiences. It can be an exceptionally powerful, cost-effective and
intimate way of developing a message, but comes with real risks and limitations.
The digital networked society has given a voice to anyone, and this
democratisation of access to discussion creates a new landscape for messaging.
It's a powerful reminder of the new era of communications we all work in, and
getting it right demands strategic thinking and a sustainable plan, as well as
authenticity and tenacity.