I had one of those moments earlier, where something suddenly clicks into place. I figured out that Jims Marketing Blog is not actually a blog.
Yes, it’s built using blog software, but it’s not a true blog. A blog (short for web log) was originally supposed to be an online journal. That’s why everything’s presented in date order; with the latest ‘news’ at the top. This format works brilliantly for news blogs or those offering time-sensitive information.
However, this blog (like most other business blogs) doesn’t typically offer time sensitive information. For example, yesterday’s post about managing your reputation, could have been written next month or 2 years ago. If you need to know how to write a great marketing letter, who cares if it was posted in February or April?
The typical posts I offer here, are far more like marketing articles or short marketing guides, than chronological, blog updates. And herein lies the challenge for content providers using blogs to publish their content.
Like most blogs, if someone shows up here today for the first time, they will see this post and below it, excerpts of another dozen or so posts in date order. The thing is, there are hundreds of marketing articles here, covering thousands of ideas.
Yes, people can use the “search” box on the right to look for specific marketing information, but most people don’t! They start reading the current post and then follow links within the post or maybe one of the related posts at the bottom of the post. This really isn’t an ideal format and it means a lot of people miss the key marketing answers they need.
I’ve seen other bloggers try workarounds, like having a “the best of” section – but the READER decides what’s the best post – Based on what THEY are looking for help on, not the blogger! These “best of” sections simply make popular posts more popular. Great for increasing the blogger’s page views, but lousy for the reader!
A possible solution?
I’m working on a way around this, which will be based on developing a small number of dedicated sections, each themed on a core area of marketing. This will be similar to the way categories work on a blog, but hopefully easier for people to find and navigate around. Those who like the current format will notice no real difference, but those who want to be able to find targeted information more quickly will.
Your ideas
I’m still in the early stages of developing this. As always, I would love to know what you think. If you have any ideas or suggestions, I would love to hear them.
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Hi Jim. Aaargh – just stuck up a “most popular” into the blog and am now questioning it – thanks for that
. Your point is excellent though – each individual knows which blog they like. It is very tricky. Categories don’t really cut it either and a tag cloud can be confusing! If you find a magic answer – let us know!
Cheers
Barney
.-= Barney Austen´s last blog ..Risk Management – There’s A Storm A-Coming! =-.
Not sure about a magic answer Barney, but I’m certainly looking to make improvements.
I think this is likely to be a step-by-step process, rather than one magic bullet.
Thanks for the feedback.
Hi Jim, This exact thought occurred to me today! I was writing some quotes for a journalist (actually writing her feature for her for nothing it felt like, but that seems to be the way it goes!) and used my own blog to pull together the information she wanted. It reminded me of all the information on there (not at all time-sensitive) which no one ever finds unless they bother to search… I’d be really interested in your solution!
Wendy x
.-= wendy | personal training´s last blog ..Personal Training at 35 Weeks Pregnant! =-.
The challenge Wendy,could be partly solved very quickly – if new readers made better use of the search function.
Thanks for popping by the blog Mrs Powell!
Oh I’m always here… you know, just lurking
I liked the way Mashable produced their facebook and twitter guides by providing a links page to all the relevant posts. Made it very useful for the reader to have everything in “chapters” rather than the usual categories – http://mashable.com/guidebook/facebook/
.-= Karen Skidmore´s last blog ..You and I: Does it matter which word to use? =-.
Thank you for for this Facebook Guide link. You have no idea how helpful this has been to some stranger far away in the middle of night.
.-= Kimberly Madrigal´s last blog ..5 Great Reasons to Create a Sustainability Policy =-.
Karen: That’s a useful section, though until you told me, I never knew it was there and I’ve been a mashable reader for years.
Thanks for the feedback and for sharing the link – much appreciated!
You almost need a type of human “sitemap” that makes it easier to find the information. Layout, hierarchy, and overall appearance will be the tricky part to make it useful and appealing.
.-= Rob Mangiafico´s last blog ..Getting the Most Out of the Oprah Effect – How LexiConn Helped Cosabella Increase Sales 2000% =-.
I think the small number of dedicated sections ideas sounds good and I’ll be interested to see how that goes.
I decided not to have “categories” on my blog and have “topics” instead. It’s essentially the same idea, but I thought it was just a bit more reader friendly and less WordPress-y. I got the idea from Tim Ferris, I think…
.-= Christine Livingston´s last blog ..How to make sure you never get ahead =-.
I won’t be using the categories ag either. I agree, topics seems a bit more approachable /human.
Thanks for the feedback Christine.
Hi Jim, this is challenging not only for bloggers who create masses of very useful content but for the actual meaning of ‘blogs’ as you say. Is what you are going to evolve something more than blogging – thus is it not a blog anymore in the true sense of the word. Does it become a library of ‘information’ on a topic; does it become like a reference book; or does it eventually become a book or onl-line book on ‘really practical marketing in action’. I don’t know but you are on to something and I think it will be a natural evolution of what ‘blogging’ is all about. One thing I think we need to be mindful of is the future of blog sites, will they become an old fashioned web site with interaction – will it become complex and huge, will it need ‘site navigation’ etc. also should we have feedback/comments on very old posts – how do you manage this to connect with new people who discover your blog site months and years down the line. Have we the potential to loose something in the true ethos of blogging by having all the archives. If we don’t have comments section and interaction on old blog posts how do new visitors get into the vibe of the conversation which is I think one of the beauties of ‘blogging & engaging with a blogger’. This is a big topic and one that will generate much debate from all the pro’s in the blogging world. I look forward to what you uncover.
Some great points and ideas there, Sharon. Thanks!
Regarding comments on old posts – I say yes. I can’t see what the blog would benefit from, by disabling comments on older posts.
I’d like to see what others think of your points.
I mean why would You want to change a thing..
I find it pretty simple but if feedback states otherwise just change those areas..
And I like the Luv app. very nice!
Norman Flecha
Straight Talk
.-= STRAIGHTALK´s last blog ..scriptaculous V1.8.3: Prototype 1.6.1, service release/bug fixes =-.
Interesting thought you have on the topic. This concept is not only a problem for blogs though but many other items on the internet. One primary difficulty is that regular search engines do not know what the user is looking for – which is the main problem. Only when a user enters in a search term, can the search engine proceed accordingly with its results. Libraries and other online databases also use the search structure for similar reason. Normally the online databases (and Blogs)can assist the user by narrowing down the topic of the search by providing categories.
Perhaps Google is onto something by allowing the individual to customize their home page (iGoogle) with what ‘they’ find interesting.
.-= Alex´s last blog ..Facebook Updates the Upcoming Apps Dashboards to Address Privacy Concerns =-.
Thanks Alex. I’m sure that better search would help, but within the blog itself, people need to know there’s actually a group of articles on a particular topic – in order to bother starting the search.
For example, if you did not know that this blog covered mail shots or direct marketing, you might not search here for them.
I’m looking at some kind of friendlier, more targeted version of categories at the moment. For now, anyway.