When is a Blog Not a Blog?

Everyone knows what a blog is. But the trouble is, ‘blog’ is an umbrella term that could mean any number of things. It isn’t particularly descriptive or accurate, just a catch-all phrase for a collection of content lodged together in one place.

Could you do a better job? Might a name change inspire more people to read your content, simply because the new name makes it seem more relevant? It makes sense to drill down and think carefully about what the content in your blog actually means to readers. After all, good marketing is about putting your audience first, knowing what they want and giving it to them.

Is your blog more like a bunch of articles, or does it feel more like a personal journal or diary? Is it a place where readers can dig out a load of exciting insights, or somewhere all the latest industry news lives? We thought we’d explore alternatives to ‘blog’, taking a marketer’s view and revealing those we love best.

 ‘Articles’ describes informational stuff

If your audience is looking for a series of informational and practical articles about your services, products, sector, industry and so on, calling your blog ‘articles’ tells them exactly what they’ll find on your site and gives you a small yet perfectly formed competitive advantage. We use ‘articles’ to describe our blog, since that’s exactly what it contains: a bunch of articles covering every aspect of our web design, Oxford and beyond, plus web development and website maintenance services.

‘Guides’ describes ‘How to’ information

Your audience might be searching for guides, ‘how-to’ information about using your products or services. If so, say so. Calling your blog ‘guides’ lets people know clearly and simply exactly what they’ll find there:  written advice, infographics and video covering every aspect of your products and services. We think ‘guides’ is the perfect way to describe that kind of content, relegating ‘blog’ to the shade.

‘Knowledge Centre’ hints at in-depth academic-style content

Will your audience react more positively to content labelled ‘blog’ or will they get all fired up and enthusiastic if you call it a ‘knowledge centre’ instead? After all, knowledge and information are completely different animals. If people are hunting for knowledge, that’s what you should give them. Not just a bog-standard blog.

‘Journal / diary’ covers the personal aspects of blogging

We have plenty of comedian clients. Say you’re a nationally-recognised comedian. Your blog might not have any ‘how to’ or informational content. But it could be packed with brilliantly funny and entertaining commentary on your life, the people you meet and the nutty things that happen to you. In which case it makes a lot more sense to call it a journal or diary rather than a blog.  That way you’ll attract a lot more readers, people keen to delve into your life and find out more about how your crazy mind works!

Use ‘insights’ for exclusive information readers won’t find anywhere else

The word ‘insight’ is a goodie, since it hints at intelligent, potentially exclusive information that your audience wants to be in on. Using insights instead of blog makes your content feel special, more than the usual run-of-the-mill stuff, something that’ll deliver weighty, unique, expert information worth having in a highly competitive world. Does that sound like something your audience would respond well to?

‘Latest’ drives a sense of urgency and freshness

Do people come to your blog looking for the latest breaking news and trending topics? If so make it clear that’s exactly what you deliver in your blog by re-naming it ‘latest’, ‘updates’, ‘news’ or ‘trends’, all of which we think are great. You might even call your blog ‘gossip’ if that’s what your business focuses on.  One caveat: if you call your blog a ‘news’, ‘latest’ or anything else hinting of freshness, you need to make sure you actually keep it up to date with fresh new stuff. Or you’ll end up looking silly.

More alternatives to ‘blog’

There’s more. Can you drill down and create a descriptor like this that’ll suit your blog down to the ground, making it 100% clear what people will find there?

  • Tips
  • Resources
  • Musings
  • Online magazine
  • Clubhouse

What if you find out you’re not fulfilling your readers’ needs?

It’s an interesting exercise thinking about the best, most accurate description for your blog. You might realise your blog doesn’t actually fulfil your audience’s needs and expectations very well right now, and decide to change its focus as well as its name.