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

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

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

Please login with linkedin to comment

Clear Channel Designworks

Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]


by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]