Blogging lets you to create both bite-sized, sharable chunks of information and longer, more informative pieces so you can maximize the value you bring to your audience.
That’s a bold statement. I know. But, it’s one by which I stand.
The other day a client told me she never reads blogs. She explained how she found the whole web thing pretty silly. In her mind, this idea of reading someone else’s opinions wasn’t nearly as helpful as reading straight reviews.
I’ve thought about her comment a lot since then. Why does one blog? It’s a well-known fact that most folks hardly read much of anything online. Headline skimmers and picture viewers are the norm.
Communication has been reduced into bite-sized thoughts.
However, this desire for fast paced consumption isn’t new. It’s not revolutionary. For years, the best writers and marketers have known that less is more.
Heck, we love to call upon the famous quote: “If I had more time I would have written a shorter letter.” While there’s certainly been a lot of speculation about the quote’s original author, the truth remains the same – give it to them short and sweet.
In pursuit of the small snippets, should you throw all blogs to the curb? Only if you’re the kind of guy or gal who likes to throw the baby out with the bathwater.
If you’re doing things correctly, there will always be a slice of your audience who actually reads your blog. In the same way there are folks who read the articles in Esquire and Playboy, there are folks who will read your posts out of genuine interest. (For the record, Esquire and Playboy have some exceptionally well-written and thought provoking pieces. If you can get past the whole girl-picture nonsense, most of the articles are great reads.)
But like a magazine, your audience is not just comprised of the word hungry folks. It’s also made of the picture gazing and snippet reading crowd. These are the individuals who want a quick list to skim. They want a useful tidbit at which to laugh or a helpful tip to learn.
Sometimes they’ll dive in deeper. This will most likely be a rarity. But when they do want to dive in deeper, you need to be prepared to deliver.
This is how you maximize the value you give your clients. This is why you blog. You blog because there are things to say. These are things that you can turn into bite-sized chunks, but that also benefit from more of an explanation.
And while I understand the desire to read reviews rather than opinions, it’s worth noting that reviews are, inherently, someone’s opinion. Writing, by it’s very nature, is sharing your opinion. Ah, the perplexing reality.