The Blog Is Dead! Long Live The Blog! Just Like Zombies

The Blog Is Dead! Long Live The Blog! Just Like Zombies
SHARE
THIS



In this guest post, Mark Jones (pictured below), CEO at at brand storytelling agency Filtered Media, says far from being passé the humble blog still resonates like never before…

You’ve probably heard this echo across the interwebs: are blogs dead?

At one level, the question is right up there with chatter about email. It was supposed to die in the early 2000s, except that we’re all still using it and you can’t sign up to a social account or Pokémon Go without email.

That makes it sort of dead, but not dead… like a zombie.

Here’s the thing; if you think blogs are dead, dying or even looking a bit on a pale – you’re missing some pretty important points.

Let me explain via a quick trip back into recent history.

Back in the early days when bloggers lived in the blogosphere and Web 2.0 was a thing, writing stuff online was kind of subversive.

We’re talking 2000 onwards when the likes of Dave Weiner and Robert Scoble shook up Silicon Valley with prophetic musings about how the rise of all-powerful bloggers would spell the end of media as we knew it.

These disruptive pioneers were using free Typepad and WordPress accounts to become self-publishers; and the New Media they were producing was an alternative to trade press and mainstream media. It also created a long tail of highly specialised content for all kinds of obscure hobbyists and interest groups, not to mention hours of random entertainment for bored employees.

Fast forward and we’ve launched so far into the social-meets-mobile universe that it’s easy to forget that, yes, these early days of the interwebs bloggers really were disruptive. And given that it continues to be a very bad time to be a mainstream publisher, it’s fair to say this disruption is ongoing.

The irony is, however, that blogs have reached their ultimate end game. New Media is old news, and the blogging platforms which were once anarchic outposts now play host to corporate and marketing content from brands and government departments.

Blogging isn’t dead. Blogging is mainstream – just like zombies.

It’s not actually slipping quietly into the background. It’s being overhauled and thrust into the limelight as marketers reinvent themselves as storytellers and capture the mindshare of increasingly distracted audiences.

And to be clear, that’s a really good thing.

To quote Marshall McLuhan; the medium is the message. Blogs are just a different channel, but the stories they carry now look and feel the same as the stories on every other channel.

Great content and compelling ideas still matter, perhaps more than ever.

So what happens now? What’s the future for un-dead blogs in the social, hypermobile, 360 video, augmented reality era?

A quote from Terry Simpson Jr, a copywriter quoted by Contently caught my attention.

“I think blogging has evolved into marketing,” he said. “Blogging started out as personal diaries: Facebook and Twitter changed that to micro-blogging. At the same time, people have changed their consuming habits and forced companies to market more personally.”

By marketing, he means brand storytelling, and yes… he’s right.

Back in the day it was the revolutionaries and rabble-rousers writing about themselves in a virtual echo chamber. Now everyone’s in there shouting to be heard. Which makes it more important than ever to know why you’re there, what you’re hoping to say, and to whom.

Why? Because your audience – we the people with our own blogs, social accounts and email – are in charge.

We decide whether or not to tune in next week, or check out the millions of alternative sources of information, entertainment and edification.

The flipside for publishers and content brand creators of all types is that getting heard in the blogosphere is harder than it was in any other medium.

The solution? Great stories are more important than they’ve ever been – fabulous, engaging, interesting, relevant stories are the only way to get heard… and that’s disruptive.

The medium is still the message, but in these post-blogospheric times it turns out the message, or story, dominates the medium. McLuhan has been flipped, the audience is in charge, and the un-dead blog will never die… just like zombies.

This column originally appeared on B&T’s sister business site www.which-50.com

Please login with linkedin to comment

Clear Channel Designworks

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]