After recording an excellent session on social media at Cisco Live with The Network Collective (@NetCollectivePC), I started thinking about blogging and where it stands in the grand scheme of information sharing. With the rise of podcasting and video blogging now in full swing, I was even asked by my friend Michael Stump “Do you see blogging as a dying form of content?” For obvious reasons, I said “no”, but I wanted to explain two major reasons why.

Needle In A Haystack

One of the major reasons why I still blog through written form is searchability. When I started blogging almost seven years ago I wanted to create a place where I could put down my thoughts about topics and share them with everyone. More by accident than design, many of those thoughts became popular topics of conversation. Even today, some of my posts are being used to help people figure out problems and address issues that aren’t well documented in other places.

But why? How can posts many years old still be relevant to audiences today? Because of searching. Use of Google, DuckDuckGo, and even Bing allow people to search for specific error messages or topics and find things that I’ve written down. That’s because text on posts is easily indexed by web crawlers. Even when my posts are excerpted on other sites it just drives more people back to my blog to find my content. The power of being able to find something can’t be understated.

But what about audio and video content? How can it be searched? Sure, you can write down show notes. But show notes are like network and systems documentation. At first, they’re very detailed and useful. But after time passes, they are essentially the bare minimum necessary to be able to move on. That makes it difficult to search for specific content inside of an episode. In fact, the show notes from most podcast episodes would be content for two blogs!

Additionally, the banter and discussion during the episode are hard to capture in text format. If the show notes mention that the guests spend 3-4 minutes talking about some topic, realize that most people speak in conversation at around 125 words per minute (wpm). With two guests debating the topic for 4 minutes, that’s 500 words or more on a topic! How can you capture the essence of the discussion in a single line show note with perhaps one or two links to outside material? Blogs allow all of that to be tracked, indexed, and referenced at a later date without needed to scrub through the audio to find out exactly what was said.

Can I Have Your Attention, Please?

If you’ve been reading along to this point so far, you know that I prefer writing my thoughts out. That is, if you’ve been paying attention. I also prefer reading words instead of podcasts for the most part. Why? Well, that has to do with my full and undivided attention.

When I’m reading something, I’m using my active reading skills. I’m focused the content in front of me. I use my attention to absorb the words and concepts. It does take a lot of concentration to do this. Since part of my job is reading blogs it’s easy for me to set aside time to do this task. But it does take away from other things that I’m doing. I often find myself shutting out other conversation or ignoring things going on around me while I try to digest new topics or evaluate someone’s opinion on a subject.

Conversely, when is the last time you actively listened to a podcast? I mean, you sat down with a pair of headphones and really listened to it? Not just put it on in the background and casually listened to the discussion while you went on with work or something else. I’d bet the answer is that you frequently find yourself splitting your attention. I know I do it. I even split my focus when I’m recording podcasts if they aren’t on video. It’s very easy to lose track of what’s going on without a visual focus point.

Podcasts are active. They project the conversation you. Likewise, the consumers of podcasts are passive. They aren’t seeking knowledge. They are being fed knowledge via an audio (or video) stream. But written words aren’t that aggressive. They require someone to consume them actively. You don’t accidentally click on a link and find yourself full of knowledge ten minutes later without having put in the effort to read what was on the page. You can’t read blog posts without paying attention. If you do, you find yourself missing the point and reading them all over again to find out what you missed in the first place.

Tom’s Take

I love to write. I never did when I was in school or when I was first starting out in technology, but as time has worn on, I find myself growing to love using a keyboard to share what’s in my brain. I’ve recorded podcasts and videos as well, but I keep coming back to the written word. I like the ability to have other people find my content useful years after the fact via a search or a referral. I also enjoy the idea that people are focused on what I’m saying and ingesting it actively instead of having it fed to them via a speaker or headphones. Maybe it’s because I use other media, like TV and music, to provide background noise to focus as I write and do other things. At the end of the day, I blog because it’s the method of communication I most prefer to consume.