To Blog or Not to Blog: That is the Question
By Clara Rose Founder & Chief Executive Officer, Influence MATTERS | February 05, 2012
The early 1990's brought the internet, a global system of interconnected computer networks, to the business community via the World-Wide Web, the service or application that links it all together. This service was free and for the first time collaborators in remote sites could share their ideas and all aspects of a common project. Additionally, a forward thinking business could potentially reach the world with their products, services or message.
Business as a whole experienced a major paradigm shift and marketing was changed forever, as big business rushed to become a part of the revolution. To have a presence on the World Wide Web they had to hire a designer to create an information based, digital brochure of sorts. The business could then potentially be found on this amazing new digital phone book. Businesses joined the bandwagon and consumers embraced it as an information resource.
Similar to handing out a printed brochure to customers or clients, a static website provides consistent, standard information for an extended period of time. The website was seen as a tool to increase brand awareness on a larger scale and attract new customers, the idea of connecting to consumers had not even crossed our collective business minds.
The next phase of this evolution came in the form of editing tools. Text editors, template based editors and WYSIWYG (what you see is what you get) tools offered the technically savvy individual or business the ability to change the content of their static website periodically. These sites are still considered static websites, as information is not changed often and it is not an interactive experience for the website visitor. Static sites offer products or services or capture information but do not allow engagement with the audience directly.
The single largest obstacle for the traditional static website was, and still is, visibility. How does a business get potential customers to find their website in this sea of competition? This dilemma gave birth to other great tools and the age of social media.
The advent of publishing tools for the web made it possible for the nontechnical user to publish content without knowledge of HTML or FTP, and ushered in the era of the web blog… a term used to describe web sites that maintain an ongoing chronicle of information.