Should You Write Articles Or Blog Posts?

In yesterday's edition of his e-mail newsletter Alertbox, Jakob Nielsen argues that you should spend your time writing in-depth articles rather than making blog posts. His article contains charts and statistical data that seem to argue that the more posts you write, the greater the chance you have of undermining your brand. While I disagree with several points in his article, I'm not going to argue about the analysis because the advice in the article doesn't even pass the smell test.

Blogging is about conversation. Content that is relevant to your audience, written in a conversational tone and allowing others to join the conversation (via comments and trackbacks) are all hallmarks of a successful blog. This conversational aspect of blogging is why blogging plays an important role in small business marketing – it allows people to come to Know, Like, and Trust you without feeling like they are being pressured to buy something they are not ready to buy.

Viewed this way, Nielsen's argument for articles vs. blog posts sounds like he is saying you should never talk to any of your prospects or customers unless you have a lecture to deliver. When you talk, your customers should listen – not contribute to the conversation. If you never say anything wrong, your customers will think you are perfect. Does this smell right to you? I think this attitude is what gives "consultants" a bad name in the small business community.

Personally, I don't believe the choice to write articles or blog posts is an either\or decision. Both formats have their merit – what's important is how to best communicate with your intended audience. If your ideal customer places a great deal of value on hiring "recognized industry status", then perhaps articles will be more effective. If they place more on value relationships, then a more conversational style is appropriate.

Bottom line, histograms and statistical analysis are better suited for measuring the efficiency of processes rather than the effectiveness of relationships. Work to make your marketing effective.