Posts tagged storytelling

Blogging trends

Following my previous post about web trends for 2009, I wish to focus a little more on blogging trends.

Below, you will read abstracts of different articles I found quite relevant. Blogging is certainly becoming a bit more mature every month and now there are interesting developments taking place in the blogosphere. Keeping the conversation going must be one of the main concern for everyone, but there is more to it… like influencing, networking, sharing or niche blogging…

First, an abstract of a hot trends analysis from :entrepeneurcom

In the blogosphere, the opportunity for entrepreneurs lies more in the implementation of blogs than in starting a blog-related business. “People are thirsty for knowledge and want their voices to be heard,” says Karen Jackie, a blogging expert and principal at ContentRobot. com, and starting a blog “is an easy way for small businesses to tell their story and [let customers join] the conversation.” Leveraging this powerful tool requires ongoing commitment, but blogging will become easier with evolving technology, multiauthor efforts and mergers with social networks. Says Jackie,“Blog-powered websites will phase out the lonely, static corporate website.”

Then, Strange corporation focuses on the benefit of user generated content (comments in blogs for example) :

UGC such as in blog comments, product reviews, video reviews, creative competitions, galleries, and other content has significant benefits: 1.) Brand perception – open, honest, approachable, 2.) Brand engagement – users can contribute and get involved, 3.) Brand dialogue – customers feel important and listened to, 4) Brand trust – your products/services must be good because you let users scrutinise them, 5) Value added – UGC galleries, product reviews and video reviews offer users more immersion and engagement, and 6.) Free content – your users are helping to improve your offering for free.

Darren from breaks down the top 5 trends for blogging in a short video, and he thinks blogging trends are the following :

  • Multiple bloggers producing content on the same blog
  • Trends towards more niche blogs focusing on a very specific subjects
  • Merging blogs in big websites. All sort of media and content grouped on the same spot (mashup)
  • Blogs as portals or magazines (only segments devoted to blogging and acting more as aggregation of content)
  • Indirect earning and income blogs (reach job opportunities through blogs) and money through advertising

Finally, Greg Jarboe is writing about the influence of blogs :

Now, blogs certainly aren’t considered the “newbies” of the social media scene – “granddaddies” is probably a more appropriate name. But that gives them an advantage from a marketing perspective – the medium has matured and moved from early adopter phase to the mainstream. That means more consumers are not only reading blogs; they are being influenced by blog content when it comes to what they decide to buy and who they decide to buy it from.

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Pendant un court moment de disponibilité, j’ai commencé la lecture d’un excellent livre de Christian Salmon à propos du « storytelling » (voir aussi son article dans le Monde Diplomatique). Celui-ci traite des différentes techniques inspirées des « raconteurs d’histoire » (griots, gourous, troubadours…) qui, depuis la nuits des temps, permettent d’élaborer une communication efficace qui implique l’auditeur ou le lecteur. Même si le storytelling est récent en tant que concept marketing et communication (ah, ces américains… ils prétendent même avoir inventé la pizza :-)), raconter de bonnes histoires pour faire passer un message percutant et marquer les mémoires ne date pas d’hier.Storytelling par Ch. Salmon

Le livre de Christian Salmon est néanmoins intéressant dans la mesure où il illustre extrêmement bien comment ces techniques ont été utilisées récemment en politique par certains pensionnaires de la Maison Blanche (ou par un certain président français en fonction), dans la gestion RH, dans la communication ou dans le marketing.

A ce propos, je me demande si dans certains milieux très exposés aux critiques comme l’école et les banques, il ne faudrait pas réinventer des histoires que les gens ont envie d’écouter et auxquelles ils peuvent s’identifier… On ne peut pas hurler au loup constamment en espérant que les gens aient envie de croire en vous !

Pour prolonger le sujet :

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