Blogging has a very different dynamic from other types of publishing media, owing to several factors, but the most important in my eyes are:
1) Posts are usually short to medium length, but are fairly regular. This churn has meant that people turn to feeds and aggregators to
manage the dribbled snippets of disparate information, but it gives blogs a more casual, conversational characteristic
2) What turns individual blogs into the blogosphere is the community that builds up with interaction between the streams of stuttered
conversation, that whispers and rumours travel, as well as knowledge and information being shared and relayed.
3) The mechanisms that have become common in blog tools and services encourage and feed off this interconnectedness. Links (posting references to others’ posts, tracking back, and commenting) are a powerful source of SEO, if that is your main goal. However, even for the casual non-commercial blogger, connections are a source of inspiration and readership too. Reading other people’s blogs and commenting
on them or blogging about them builds not only your knowledge and that of your readers, but builds a network around you, albeit more transient than the one you have in LinkedIn – this comes back to making sure you do it regularly.
Different media suit different structures.
You can use the passing flow of time in your blog to help you rework material. In a traditional static form that you build up in documents or wikis, you avoid repetition. However in a blog it is relevant to rework something you posted six months ago, because you will have a different view and you can recompose your work in various ways.
You can use this to translate your ideas into chunks that you publish consecutively – like chapters of a book delivered in weekly inserts in a magazine. Not only will it help you reorganise it but you might get a different response if people read it in a different shape.