How Can Business Blogs Compete with Rich Media Advertising Online?

As we all know, the Web is a growing competitor to traditional media when it comes to advertising. And as connections get faster, the kind of media that can be displayed in Web-based advertising has grown richer. Yesterday’s Wall Street Journal has a great article about how content providers are working with these “rich media” ads, which can range from simple animations to embedded video.

The prevalence of such advertising can create something of a quandary for a business that is contemplating blogging. With a shortening national attention span, and so much jumping, flashing, and otherwise shiny stuff vying for the same eyeballs, how can simple words hope to draw the same amount of attention?

A couple of recommendations:

1. Short paragraphs. Blog posts with long paragraphs are visually exhausting. Make sure that you keep your paragraphs to three sentences, max.
2. Short posts. Occasionally, it’s ok to write a thesis. God knows I’m guilty of doing that very thing. But most blog posts should be short jots. If you’re writing about a complex topic, break it out into a series of posts.
3. Use lists. I’m a big fan of breaking content up visually by using lists. They make content more useful for people who are skimming for key points.
4. Embed media. Sometimes an image really is worth a thousand words. A video can be worth even more. Consider using a combination of media within your blog posts to get your message across.