A couple of months ago I was at a conference listening to a talk about mobile and video. Some interesting ideas were shared, but where I drew the line was when one of the speakers said that text posts are basically not worth it anymore. In fact he went as far as to say that he immediately closes the site. I know he was talking mobile, but still, it was such a global denial on all things web and he seemed to shudder at the thought of a read more link. He said, seriously, read more?
To be honest, I gave him the benefit of the doubt, but ended up leaving his session tens minutes after that since he was video tunnel vision.
I have a feeling that in his mind he may have already decided that long-form posts are dead.
In fact, how many times have you heard some marketer claim something as being dead, or on the verge.
Blogging has been labeled as dead numerous times over the last few years.
Myself, even back 8 years ago I let it slip out that print marketing was dead. When in reality it was dead to me. I no longer chose to work on it or produce it. Sure things were being created as print pieces but less and less.
I’m sure you could think of dozens of other examples you have heard, or maybe even shared yourself.
But think of those two examples I just gave.
A lot of people are creating blogs still and reading them.
Go to any conference and there is printed materials still be handed out.
Things Don’t Die. They Transform.
Everything finds a new life. It may be a big change, or a simple change. We morph and twist concepts and ideas around to reflect what changes in the world of marketing. From marketing to digital marketing. Think of what you did, say 10 or 15 years ago. It never really died. It may have changed, or come back in a completely different form, yet still served the basic need of what it originally was set out to do.
In a podcast I listened to a bit ago, I heard Rand Fishkin mentioned that magazines and newspapers are not dead. Even though we hear it all the time, we are still seeing them. His conclusion was that digital online has certainly given printed newspapers a run for their money. But in the end, they just need to find new ways to monetize and survive. They need to transform.
So I would suggest that we don’t make it so cut and dry and to let our colleagues or clients, when it comes to marketing, that something is dead. No, it may be hunkering down, in a slumber, or simply going through a metamorphosis, but a new life will eventually come around.