Four Types of Blogs and How To Use Them
Enzo F. Cesario
Article Title:
Four Types of Blogs and How To Use Them
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Article Description:
Blogging clearly has arrived and is here to stay, according to
the buzzword-slinging set. It's the �next big thing� or the
�wave of the future� - even a �revolution.� Still, most of the
people commenting on the blogging trend aren't sure exactly what
it is, how it works or even what the different kinds of blogs
are. Here are a handful of blogging types and what sets them
apart from the others.
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930 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2011-08-31 10:00:00
Written By: Enzo F. Cesario
Copyright: 2011
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Four Types of Blogs and How To Use Them
Copyright (c) 2011 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/
Blogging clearly has arrived and is here to stay, according to
the buzzword-slinging set. It's the �next big thing� or the
�wave of the future� - even a �revolution.� Still, most of the
people commenting on the blogging trend aren't sure exactly what
it is, how it works or even what the different kinds of blogs
are. Blogging already has taken a myriad of forms. Born when
dial-up was still the standard, it came of age during the rise of
broadband and now its text-based roots are giving way to podcasts
and video blogging. To that end, here are a handful of blogging
types and what sets them apart from the others.
Type 1 - Classic/Personal
This most basic blog type harkens back to the earliest days of
Livejournal. These blogs serve as simple, personal accounts of
thoughts and experiences. They're records of the user's life,
things that interest him or appeal to her. They can record
personal journeys both physical and mental, as in the case of
blogging an exciting road trip or a reader's attempt to get
through the entire canon of a particular author.
Brand It: The real value of personal blogs is twofold. In our
increasingly online culture, people have expressed feelings of
isolation and disconnect from society. Thus, the thirst for
personal information and details is growing. People want to hear
personal stories from folks they are interested in, and these
blogs give them a window into the humanity of others. Secondly,
personal blogs that persist more than a year or two grow over
time, maturing with the author. They change focus and grow more
refined as time goes on, allowing the readers to have a sense of
growing along with the subject of their reading. Thus, personal
blogs can serve to help an established or even a growing brand
make a personal connection right with its audience.
Type 2 - The Watchblog
It has been mentioned before, but blogging has some of the
greatest potential to undermine corruption and totalitarianism
ever seen. During the recent elections in Iran, bloggers brought
out stories of abuse and corruption. Bloggers and their quick
dissemination of information have exposed stories of police
brutality, corporate misconduct and government gaffes overnight.
There are entire blogs dedicated to exactly this kind of effort,
carrying nothing but stories that expose the indefensible actions
of those who cannot abide in a lawful society.
Brand It: The real power of this kind of blog in brand building
is in the building up of public trust. Trust is fundamental to
all business and branding. If there's no trust in a brand,
people simply won�t buy. Thus, people who expose breaches of this
trust gain a certain level of credibility themselves. Similarly,
this kind of blog can promote good conduct as well as expose bad
conduct, creating a web of trusted providers that becomes
mutually validating and prosperous.
Type 3 - Satire and Snark
Laughter is all-powerful. If a man argues with his opponent, he
grants that opponent a certain level of respect; obviously the
two viewpoints must be equal, or at least commensurate, or there
would be no argument. However, if a man can get people to laugh
at his opponent, then there need be no argument� ridicule does
the work for him. Such is the power of a satirical blog. Whether
done through biting and clever writing, simple sarcastic
commentary or just posting ridiculous videos of politicians who
betray their own ignorance, this kind of blog allows people to
laugh at the matters presented and bring out a message by
implication rather than overt pounding.
Brand It: One of the most powerful tools available in the world
of blogging is the ability to laugh at oneself. People who have a
sense of humor about their own failings are often conversely
taken quite seriously. Point out a foible or two that popped up
in recent meetings. Discuss hilarious absurdities in your
industry. Take a famous mistake your advertising department made
and have a laugh at it. Harness peoples' desire to laugh, and
you will genuinely have an audience worth keeping.
Type 4 - Interviewing
This is where blogging best shows its roots in classic
journalism. An interview with an authority on some subject lends
credibility to an article, and builds trust in the publication.
As said above, people want to hear what others are thinking; they
want that connection with the world around them. Having a more
human element, interviews can provide this connection if handled
well.
Brand it: The trick with interview-oriented blogs is to keep the
material interesting for your audience. If a blog focusing on
fashionable apparel were to interview an engineer on the
scientific stresses that go into clothing fibers and
manufacturing, most of the audience would probably fall asleep.
On the other hand, if that same engineer were to explain in
simple terms that the use of one fiber allows for thinner thread
and thus smaller seams, and show the difference in two fashion
photo spreads, that might interest the target audience more.
A Last Thought - It was touched on only briefly, but always
remember that the blog is driven by audience expectations as much
as by the focus of the brand itself. The brand exists in the mind
of the audience or it doesn't exist, so the blog must reflect
that in tone and content. It�s also advisable to pick a type or
even mix among the types in order to best capture these
expectations, rather than choosing a type based solely on the
projections of the brand.
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Enzo F. Cesario is an online branding specialist
and co-founder of Brandsplat, a digital content
agency. Brandsplat creates blogs, articles, videos
and social media in the "voice" of our client's
brand. It makes sites more findable and brands more
recognizable. For the free Brandcasting Report go to
http://www.BrandSplat.com/ or visit our blog at
http://www.iBrandCasting.com/
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