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Beyond the Blog: Web Publishing 2.0

Blogs make it easy for people to grasp and appreciate using the web as a dynamic communications channel. They are an add water and stir content management engine that are both easy-to-use and inexpensive. And they have made it easy to understand how the one-to-many nature of the web can be used to communicate, because they have put that ability to use it as such within reach of anyone motivated enough to try. I believe blogs have been widely adopted and hailed as the marketing dept.’s magic bullet for this reason.

But I also believe they are only the first step in what will be a rapid shift from a world that favors mainstream media and offline marketing communications tactics, to a world where new media and online communications are the primary channel.

More sophisticated online publishing and interactive marketing applications that offer integrated blog management as one of many new media tools will ultimately take over, and the blog will remain the web tool of choice for individuals. Once the business case for online marketing becomes undeniable, budgets will follow, and companies will gravitate to web marketing tools and services that go far beyond the blog in options and functionality.

These organizations — while they will no doubt have people at them who blog — will be able to better leverage the web for dynamic communications with a more powerful web publishing engine that offers all the bells and whistles of interactive marketing communications in one platform without having to piece meal that functionality together from a bunch of disparate, unsupported freeware web apps that are neither mission critical or scalable enough to delivery in a pinch.

I was inspired to write this post by Steve Broback’s post on Traditional PR vs. Blogs, which I found through Karen Sams post titled How to Get Picked Up by Google, which I found through Constantin’s Blogdigger list of PR Blogs. Thanks to you all!

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