I just saw this video with Steve Rubel, Vice President of Edelman, where he once again raves about the Posterous platform and the lifestream form of blogging. For all those who don’t know what lifestream is, this could be defined as a new form of blogging in which the emphasis is in real time, with loads of light content evolving as it happens. This works on the basis that people are increasingly on a quest for real time information (Facebook news feeds, tweets) and also, lack time to read long articles.

Steve Rubel from Michael A. Stelzner on Vimeo.

On the other side of the equation we see bulkier blogs coming out detailing all the information they can on a given topic. This also seems to work since people are increasingly expecting to be able to develop new skills and knowledge through blogs (which works well to some extent) and, perhaps more importantly because complete articles drive traffic and improve SEO.

So, with two clashing trends on the scenario, which one is the way forward?

As always, ask yourself what is your content  strategy and your target audience? If you are a digerati catering for the trendsetters and busiest minds, then go for the zen style. This works well for Steve Rubel or Seth Godin. If on the contrary, you write for professionals stepping on the subject for the first times, then you need to give background, examples and a structure people can follow.

This time around I am particularly eager to hear any comments or feedback, since it is as much an open question as it is an answer.

I’ll leave you with a nice quote, “If I had more time, I would have written a shorter letter – T.S Eliot”

Xavier Izaguirre joined Social Media Library in November 2009 working as part of the Research Team. Prior to joining Social Media Library, Xavier completed a Masters Degree in Marketing and Communications at Westminster University, London. An active user of Social Media platforms, Xavier is very passionate about new trends in communication and Social Media Marketing contributing towards a number of online campaigns within the Educational Sector.

Follow Xavier on Twitter at @Xavi_izaguirre