Changes to our blogging

Our new article formats and a new architecture coming up for our blog

For a recent presentation, I looked at the numbers for our company blog archive. In the last three years, we have published over 320 blog posts. That’s a lot of text, especially if someone hasn’t been following us for long.

I feel tempted to ramble on about the problems with a content industry, focused on the stream and the real-time distribution of information. But let’s keep it practical for now.

Our blog archive weighs a ton

The status: We have a blog with a lot of articles, most of which are Week Notes and Weekly Reads with varying quality and depth. There are also a few longer articles and article series that are more timeless and of higher quality. (I’ve started to gather some of them here some time ago).
Our problem: people visiting our website for the first time only have the blog page to dive into our written thinking. The blog concept over-emphasizes the newest articles instead of the ones that are more relevant to new visitors.

Also, we feel it’s time to change our publishing habits a bit. The Week Notes have served us well to make us write every week and keep our peers informed about what we’re doing and thinking about at Third Wave. But we have stretched the format quite a bit. It’s time to talk less about us directly and more about our observations and opinions on our fields of interest (the futures of work and publishing, for example).

New architecture, new formats

So to make our thinking more accessible to new visitors and more relevant to our (future) clients, we will rework our blog in two ways:

  1. Change the information architecture to add a topic-focused entrance.
  2. Adapt the article formats to our current mode of writing.


Number 1 will take a bit more time. But number 2, we can do now. So here are the three new article formats for our blog.

1. Third Wave Work Notes

The Week Notes will become Work Notes. This is where we continue to talk about the specifics of our company. The main difference – as the name suggests – will be that we won’t publish them on a weekly basis but whenever something comes up. We will also try to keep them short and informative.

Newsletter subscribers will receive an email with all Work Notes at the beginning of the next month.

2. Third Wave Reads

We’re keeping the reads but will switch to a bi-weekly schedule. Each edition focus on one of our main topics and will be published on Fridays again.

Newsletter subscribers will receive each edition right before the weekend.

3. Third Wave Commentary

This is will be our new main category on the blog. Each week, one of us will write an article about an idea, an observation, an analysis or something else that’s on our mind. The challenge for ourselves is to always provide a unique insight or opinion. Not only “Here’s something interesting,” but also “Here’s what we think about it.” We’ll see where this will take us…

Newsletter subscribers will receive our commentary at the beginning of each week.

That’s what we have planed for the next weeks. As always, we will try it out and see what works for us and what not. Please feel free to make suggestions…and demand more cowbell.

Author: Johannes

Johannes is a strategist and consultant for digital communications. His work is informed by his experience of working with brands like Deutsche Telekom, MTV, Postbank, Maggi and Nike and by his insatiable appetite for finding the bigger patterns behind current developments in technology and science. Holding a diploma in Media System Design, Johannes is a regular speaker at web and marketing conferences like Republica and the Social Media Summit.