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Chapter 5 Blogging Platform

Blogging Platform 

Content with multiple formats

There is currently a great variety of tools that allow us to manage a blog without any technical knowledge. This means that we don't need to start from scratch.
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We must be clear about the format of our content, since not all the platforms are equally valid. Some are ideal for displaying videos, while others only allow us to publish text.

Regardless of whether images are more appealing than text, the format is important because it will deter mine the blogging platform we need to publish our work. That is also why the major platforms are becom ing more flexible to accommodate different types of content.

Choosing our Blogging Platform

Once we are clear about what we want from our blog, it is time to choose the most appropriate blogging platform. To do so, it is important to take into account a number of key points:

What level of technical knowledge is required to manage the blog? • How easy is to insert images, videos, documents and other items? • Can we obtain metrics? • How are the themes? Can they be adapted to our needs? • Pricing • Are there active forums? Is the technical support effi- cient?

The three most important blogging platforms are WordPress, Blogger, and Tumblr. Blogger is the oldest one, but it is slowly being overtaken by the other two.


WordPress is a special case of blog-publishing service, since its functionalities go far beyond.

It is important to know that there are two distinct services. On one hand, there is WordPress.com, a free or paying hosting service (depending on the theme). On the other hand, there is WordPress.org, where we can download a free software.


Blogger is one of the oldest services, but has not evolved much. It is easy to manage and can be useful if our only con cern is to publish posts without devoting much time design ing. However, the themes are few and not very interesting.


Tumblr is placed between WordPress and Blogger. As Blogger, it is easy to manage if we have little knowledge of code. Al though it doesn't have as many themes as WordPress, some of them are of high quality. In addition, people with advanced code knowledge can design truly amazing blogs. Tumblr is also a good option if we want to create an striking blog that doesn't require much maintenance, focusing exclu sively on publishing our posts. A good example is the blog of Pinterest, Oh, How Pinteresting.

Next Generation of Blogging Platform

In contrast to the three most popular services, there is another type of blogging platforms, whose role is to be simply a blogging platform. Within this category I will highlight Ghost and Medium. Their appeal lies in simplifying the work of the blogger, who only has to worry about publishing.


Ghost is a free open source blogging platform with a simple in terface that allows bloggers to write spending less time manag ging platforms ing their blog and publish, without the complexity of tradi tional platforms. However, it is necessary to download the software and install it on our own web server, adding some complexity for low skilled users.


Medium is a standard blogging platform that “lets you focus on your words”. There is no need to install nothing. Users only have to sign up and publish posts. Although it is true that Medium simplifies the creation of con tent, we must take into account that the profile of the author is minimal. This can be a problem if we want to enhance our personal brand.

Take into account


When we publish content in video format, YouTube and Vimeo end up being, sooner or later, the more con venient platforms because, even if we have our own blog, videos must be previously uploaded to the inter net via a video sharing service.


Since 2014, LinkedIn has opened its publishing plat form to all users, who can now publish long-form posts on LinkedIn. The design is obviously very simple, but it offers some clear ad vantages: posts become part of our professional profile, they are shared with our connections and followers, and also mem bers out of our network can follow us. All this is reflected on how our content quickly reaches a large number of views and followers, promoting our profile.

However, LinkedIn is not a blog. We cannot create a portfolio or contact page. And the design of our posts is simpler, lim ited to hyperlinks, images and videos.

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