One of my coworkers, [http://www.boomer.com/about/team/doug-donald.html|Doug], passed me a link to an article by Jakob Nielsen titled “[http://www.useit.com/alertbox/articles-not-blogs.html|Write Article’s, Not Blogs].” The basic suggestion of the article is summarized as “To demonstrate world-class expertise, avoid quickly written, shallow postings. Instead, invest your time in thorough, value-added content that attracts paying customers.” On the face of it, this does seem like good advice, but it makes a basic assumption that is false: blogs and articles fill the same role in business.

Now, to be fair, Nielsen does point out that blogs have value in business and we may not be that far apart in our opinions. However, I still must disagree on his statement that a serious business person should “not [spend] the effort to post numerous short comments on ongoing blogosphere discussions.” He suggests that such time would be better spent writing serious and well-researched articles rather than short blog-style posts on topics. He suggests that this will result in more revenue for the serious business person because it avoids “commodity status.”

The main disagreement I have is that this sort of statement is like saying that newspapers shouldn’t have editorials, but only serious articles. Newscasts should only provide commentary, and skip general reporting. Football quarterbacks should focus on passing and give up running plays. Limiting yourself to a single dimension in your writing can also tell your audience that you don’t care about what anyone else is saying, that you are the expert unto yourself. I find myself unimpressed with the sort of expert that can’t find value in or contrast himself with the opinions of someone else. The kind of expert that is only capable of writing articles and not able to make concise and witty remarks without the aid of research.

Therefore, I say write blogs when you that’s the appropriate medium for the message you have to deliver. If you read an interesting article and want to commend or disagree with the author, this is a blog. If you have an interesting discussion with a client that reveals something about your company’s core values, write a blog. If you want to talk about something you see on the horizon as becoming a serious topic of discussion in the next year or two, write an article. There’s nothing lost in short blog posts when applied to the right content. However, I do agree with Nielsen that far, serious writing requires a good and well-researched article.

Cheers.