Reading the signs a couple of years ago it was easy to assume that
the art of blogging was set to die a painful death at the hands of
social networks like Facebook and Twitter and others. While social has
changed how we communicate online, blogging remains a core part of
things.
In fact, the truth is that there’s never been a better time to blog.
Social networks help build audiences and deliver content to readers, and
more established blogs and websites often link to or aggregate smaller
sites, sending swarms of viewers to read articles —
The Daily Mail aside.
So, whether you’re a blogger returning from a break, seeking a new
home or are looking to write online for the first time, here’s our guide
to what blogging platforms are out there.
WordPress has two options: a freemium hosted service that provides
.wordpress.com domains — e.g. jonrussell.wordpress.com (but you can
still pay to use your own domain) — and includes limited customization.
Or the completey free .org version which allows for you to host
WordPress on your own servers with much more control, edit themes to
your hearts content, hack code and add as many WordPress plugins as you
wish.
It is, in simple terms, the daddy of blogging. The platform
powers almost 19 percent of the Web and has been downloaded more than 45 million times.
One of the platform’s core strengths is its community of creatives,
who have produced thousands of customizations and tweaks allowing
WordPress users to add sophisticated and powerful plug-ins (features) to
their blogs, or dress it up in a new layout or design.
Pros: Customization, customization, customization!
Cons: Vast array of options can be complicated for less-experienced users — tread carefully.
Verdict: Still the best option out there. WordPress
is especially useful for companies or those looking to develop (or have
someone else develop) a sophisticated website.
Google’s take on blogging is Blogger, an easy-to-use and free platform that requires only a Gmail/Google account to get started.
Blogger blogs can be customized with new backgrounds and layouts
easily. Unsurprisingly, the platform is hardwired into Google’s AdSense
advertising program (which might make the average blogger enough money
for a cup of coffee each month) and other Google services like Google+
(for comments) and Feedburner (for RSS distribution) are easily
configured.
Pros: Easy to use and get started.
Cons: Not particularly sophisticated and tied to Google — which killed off Google Reader, lest we forget.
Verdict: Less popular in this era, but Blogger is
often the place where many, including this author, began writing online.
Its customization options pale in comparison compared to others, and
the layout looks a little dated when held against newer platforms.
The cool kid on the blogging block, Tumblr was arguably the first
mainstream service to combine blogging and social media…leading
eventually to
Yahoo stumping up $1.1 billion to buy it.
Tumblr has a strong community of users, much like Twitter or
Facebook, thanks to the ease in which other users’ content can be
reblogged to your Tumblr account. That makes it a different kind of
platform to the likes of WordPress, and users — particularly of the
younger generation — tend to turn to Tumblr blogs to curate items that
they like rather than produce their own content.
More benefits: Tumblr supports custom domain names and is ludicrously easy to use from mobile, including photo uploads.
Pros: Owned by Yahoo — Tumblr was almost out of money when Yahoo swooped in to buy it.
Cons: Owned by Yahoo — Yahoo CEO Marissa Mayer has hinted that ads could make their way to Tumblr blogs.
Verdict: More of a social network than a blog, but a
good option if you seek something quick and easy. Indeed, we’re
noticing increasing numbers of companies that keep Tumblr blogs, often
separately to their main blogs.
If blogs were bars, Medium is probably the hippest place to be seen
at right now. Not only was it started by Twitter founders Ev Williams
and Biz Stone, but has a ‘social layer’ — which includes a feature
letting users edit and annotate other people’s work, while it obviously
integrates well with Twitter.
Medium is cool but there are some key differences compared to other
platforms. For one thing, its features are rigid while the way it links
to other content on its network
can frustrate writers enough to leave. Twitter has been called
the global town square
and, in that context, Medium a side room away from the 140-character
shouting and chaos where people try to work over interesting topics in
more detail.
The service isn’t yet open to all, but Medium has long been seeding
invites and existing users can ask friends to contribute, which signs
them up to the service. The company also appears to also dish out
invites based on conversations it sees on Twitter.
Pros: A great place to showcase your content to a (potentially) large audience.
Cons: Lack of customization and some content discovery issues, for writers.
Verdict: Medium is well worth trying, but many of the folks that write there use it as a secondary or tertiary blog.
The blogging platform from designer
Dustin Curtis has, in my opinion, the slickest user experience of any blogging platform out there. (Speaking as someone who
has a Svbtle blog.)
The user interface feels like a doodle pad or to-do list, making it a
place where I can easily jot down thoughts and come up/develop ideas,
while it runs in
Markdown.
Just looking at the layout that readers see shows the elegance and
thought behind the site. Svbtle does allow prospective users to apply to
join, you can make your case via the email address listed on the site.
Pros: Beautifully designed.
Cons: Open to a selective number of users. Interestingly, it doesn’t include a commenting system — perhaps a pro and con.
Verdict: A delightful blogging platform that is only
available for a few at this point, though the Svbtle website says it
will be open to all soon.
You might be surprised to see popular question and answer site Quora feature here, but it
added user blogs back in January 2012.
As a platform for showcasing knowledge, bloggers that are seeking to
tell stories or impart wisdom about particular topics may find Quora
useful. Posts can be categorized using Quora tags — to make them
searchable — and, with a little luck and the right content, they can
become visible and widely shared.
However, there’s no personalization and Quora is very much a place to
showcase writing and knowledge rather than be your ‘home’ on the Web.
Pros: Strong community that soaks up new and interesting content.
Cons: Lacks personalization and ‘homely’ feel of a personal blog.
Verdict: Quora blogs are interesting for
influencers, those seeking to elevate their status or others wanting to
tap into the Quora community. That makes it better suited as a secondary
of tertiary blog.
Popular note-taking app
Evernote lets you share content written within its platform, but it’s not really a blog. That’s where Postach.io comes into play.
The blogging service slots into Evernote, allowing you to write posts
right from the service using a dedicated notebook and set keywords like
‘published’, ‘page’ or ‘avatar’. More than just writing content from
Evernote, Postach.io hooks into comment engine Disqus, supports Google
Analytics, allows for custom domains, social sharing and — interestingly
— Markdown.
The service is currently in beta but those features, plus a decent
selection of customizable themes, gives Postach.io a Posterous-like,
easy-blogging feel.
Pros: Light-weight and easy to use.
Con: Limited customization.
Verdict: A relatively new arrival on the blogging
scene, courtesy of Evernote’s community of third-party apps and
services, this is worth considering for jotting down quick thoughts or
multimedia-rich posts.
Is Google+ a social network? Well, Google says it isn’t — the company
believes it’s somewhat broader than that — and a range of the service’s
top users write blog like content there, often generating seeing
impressive engagement. TNW contributor Robert Scoble has, for example,
cut back on his blog in favor of
“betting my future” on Google+.
Ultimately Google+ is not a blog, but it is a place where you can
blog if you want to tap into a community to drive engagement. These days
most content is shared to social media, so why not start it on social
media? That’s up to you.
Pros: Google+ has a strong community, despite the reports.
Cons: Not a blog platform so no customization or other features.
Verdict: Good enough for some people, so not to be dismissed as an option.
At the risk of treating all social networks as blogs, something we’ve
no intention of doing here, Facebook has been added because its Notes
feature is, essentially, a blog platform.
Connected to the world’s largest social network, Facebook Notes
allows you to pen posts with all the basic features, such as images,
URLs, block quotes, etc. While it won’t win awards for design and
sophistication, it’s a simple way to get the message out — especially if
you’re a person with an established following on Facebook.
Pros: 1.1 billion people user Facebook each month.
Cons: There’s a lot more to the Web than just Facebook.
Verdict: We’ve got enough of Facebook already,
particularly when there are a plethora of services dedicated to
providing a dedicated blogging experience, rather than adding it as a
mere feature.
SETT is a new, community-focused blogging platform that promises
engagement. Similar in style to Medium and Svbtle, it claims it can help
writers get 98 percent more comments — on average — and a lot more
attention, just based on its community of users.
The platform allows readers to follow blogs, find similar posts and
bloggers, communicate with each other — there’s even a ‘room’ where
readers can discuss topics from a blog. The site is clearly focused on
engagement, promising to help cultivate an audience and community for
its bloggers.
Pros: Boasts impressive engagement and opportunities to find audiences.
Cons: Still in its early days, and without the features of other platforms.
Verdict: This promising platform may be worth
investigating as a means to help establish an audience, but we can’t
help but feel that there’s only so many guarantees you can make for
engagement. Ultimately, good content drives readers and audiences.
Ghost is an open-sourced blogging platform that
successfully graduated from Kickstarter in May 2013 having raising near $200,000 — well above its modest $25,000 goal.
For now, the service is only open to those who backed it on
Kickstarter, but the company says it will be available to the public
“around the end of summer 2013,” which is not too long to wait.
The platform has garnered much praise across the Web for its elegance
and its team promises to “inspire” bloggers with a fully customizable
system, including “the full Ghost software with all bells, whistles,
themes, plugins, and some extras that are only available with us,”
responsive design, “revolutionary” dashboard, and more.
Pros: Brings a fresh style and new approach.
Cons: Not available right now, while finer details — including price — are still be to communicated.
Verdict: Ghost has rightly got a lot of people
excited and it promises to bring new impetus to blogging. We’ll have to
wait for more details, however.
Squarespace is a blogging platform that is popular with business
users. Developing and hosting blogs is just one part, and it can be used
to create and manage a range of websites, such as e-commerce sites.
Unlike most of the others, there is no free option, bar a 14-day
trial, with sites priced upwards of $8 per month via an annual plan.
That plan encompasses all elements of your blog or website, however,
including cloud-based hosting and maintenance.
Pros: Wholly comprehensive set of features and services, gorgeously designed.
Cons: Pricey and perhaps better suited to creating a business website, than anything specifically blog focused
Verdict: A must-consider if you’re a business, but other options will be better if you’re setting up a blog or site on a smaller scale.
Another blogging old-timer, TypePad has been about since the word
‘blog’ began. Today, a blog on Typepad costs upwards upwards of $8.95
per month, which includes a set of designs, unlimited storage and
customer service.
Typepad emphasizes its reliability, and certainly the platform has
always been a more ‘out-of-the-box’ service that is easier to use, but
less customizable and powerful than WordPress.
Pros: Easy to set up and use.
Cons: Not free and contains limitations.
Verdict: Typepad still has its users, including
cult blogger Seth Godin, but other options have greater freedom, including your own custom domain name.
Posthaven arose from the shutdown of Posterous, which finally disappeared off the Web this year under the ownership of Twitter.
The service costs $5 per month and essentially replicates the
Posterous ‘light-blogging’ experience, allowing posts and multimedia to
be easily and quickly published. The Posthaven team promises it will
never be acquired or go offline, two things that hit users of Posterous
hard.
Pros: Not in danger of going offline.
Cons: Still in its infancy and adding some features other services already offer.
Verdict: A good option for those who loved Posterous
and are prepared to invest in their blogging, in the knowledge that
paying for a service provides security for the future.
UPDATE — We’ve added LinkedIn
The Web’s top business social networking service
launched blogs for ‘Influencers’ back in October 2012, signing up 150 prominent business leaders, including
the likes of Richard Branson and President Obama.
Unfortunately, the chances are that those reading this almost
certainly don’t qualify for a LinkedIn blog — this is for the real
Internet 1 percenters. Given the way that LinkedIn is increasingly
turning its social network into a communication platform for users and
businesses, it remains entirely possible that blogs could become
available to rest of us in time. But don’t count on it.
Pro: Platform for a few privileged few.
Cons: Platform for a few privileged few.
Verdict: Not an option for the regular Internet Joe just yet.
– –
Finally, let’s pour one out for the fallen heroes of the blogging revolution.
Posterous: Posterous’ days always seemed numbered when it was
acquired by Twitter in March 2012
in a deal that appeared to have been done to get hold of the developer
talent behind the site. That fateful day confirming its closure
came in February, and Posterous left the Internet on April 30 2013.
Xanga: One-time blogging pioneer Xanga remains on life-support after
a campaign to raise $60,000
just passed the target. The company is collecting contributions until
the end of August, after which it will relaunch. Perhaps our obituary is
a little premature?
LiveJournal: Not dead just yet, but this former blockbuster is now a community-based social network owned by a Russian media company.
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