I’m a traditionally published author, and I’ve been blogging and writing online for notable and defunct print magazines and journals for over twenty years. I’ve made my share of TV and radio appearances. Oh, and I also ran a wildly popular blog for my cat, Scrubby.
Don’t ask about that. Seriously.
I still love blogging. Blogging is thinking out loud. It’s taking the mess, the brilliance, and the questions swirling in your head and giving them shape. It’s about putting ideas, stories, and experiences into words and sharing them with the world. Blogging is personal, even when it’s professional. At its best, it’s a conversation starter. It doesn’t have to be perfect. It just has to be real.
Before you knew about the internet, I had a workplace blog about big ideas—but people mostly read it for glimpses of my personal life and cats. Before your home internet was reliable, I had a career advice column on AOL. Before you heard of Facebook or Twitter, I was verified. And before Russian hackers made headlines, I survived DDOS attacks.
I’m old. I’ve learned a lot about communicating online. I’ve also learned the hard way how to publish content nobody reads. The mistakes people made with blogs in 2004 are the same ones they’re making with video today.
So, here’s what I’ve figured out about writing and communicating online, whether it’s through blogs, LinkedIn posts, or video: Your brand needs a blog. Yes, even if it’s just you. If you don’t have a website or blog, start publishing on LinkedIn. It’s the easiest way to share big ideas, and the barrier to entry is low. Here’s why.
Why B2B Blogs and Posts Are (Still) More Effective Than Video
Writing is thinking. Video is performing. I’ll take a thinker over a circus clown any day of the week—although, to be fair, I’ve been called a clown as a blogger. But I stand by this point.
Blogs give us clarity. They distill complex ideas into something tangible. Videos? They demand an audience’s full attention and a certain charisma from the creator. Not everyone wants to perform, and not every decision-maker wants to sit through a 5-minute production at 2x the speed.
Blogs are also easier to skim, bookmark, and act on, with links and CTAs built right in. Unlike videos, which demand full attention, blogs let readers get what they need quickly. They’re flexible—easy to edit, update, and republish—which keeps them relevant as your ideas evolve, while videos age fast and require reshooting.
Blogs are inclusive and (slightly more) forgiving in a biased world that values appearances. They are accessible to people with hearing impairments, limited bandwidth, or global translation needs. Search engines love them, and optimized posts can dominate rankings for years without the extra work videos demand. For decision-makers, blogs are practical, shareable, and fit seamlessly into workflows. Best of all, they’re cheap to produce and incredibly effective.
Blogs are the way to go if you want to make a name for yourself or your company online.
Why You Shouldn’t Sleep on Video
Don’t get me wrong—writing is still the best choice for communicating online, but video has its place in the B2B world. It meets people where they are, especially younger generations who prefer video for learning and engagement. It fits multitasking lifestyles, making it ideal for those consuming content while commuting, cooking, or working out.
Video also builds connection and trust by conveying tone, emotion, and body language—putting a face to your brand. It’s highly shareable, with short, engaging clips exponentially increasing reach. Best of all, video complements written content. Pairing a 2-minute video with a detailed blog post appeals to skimmers and deep divers, amplifying your message across formats.
Do I Write or Blog?
TL;DR: Blog first. Build your audience. Get good at writing online. Then, try video. And don’t even think about podcasting until you’ve mastered the basics of writing.
The thing about sharing ideas on the internet is that everyone has an opinion. Some will agree with me, others will disagree, and a few will show up in my messages with unrelated emotional baggage, ready to call me a stupid C-word. (Ah, the joy of being a woman online.)
Here’s the truth: thought leaders, professionals, brands, and companies must earn the right to show up in my feed. The fastest way to gain my trust is to share smart, honest ideas in writing. Only then will I hit play on your video.
I’m not alone. I’m not wrong.