The thing with blogs is that they are created to curate information, and that the curators (whether an average joe or jane, or an employee of a professional enterprise) are people who like to write, and sometimes too much. For me, an excessively written blog is tedious and turns me off from spending my time with it. Similar to exhibits in museums—I feel that to make a successful exhibit (whether a blog or museum exposition) it needs to be designed cleanly with a lot of space, and the information given simplified, direct, though complete.
One example of where a museum blog site fails at being effective, is the British Museum blog. In my opinion, it’s like a punch to the face. I don’t know where to look, the information is overwhelming, I don’t know how to find anything, and frankly, I don’t care. A few seconds in and I’ve clicked away from this mind and eye-boggling blog.
In contrast, the Winnipeg Art Gallery’s (WAG) blog site, strategically titled “What’s On” cleanly showcases current and past articles while owning the clean branding of the rest of the WAG’s site. It is simple, navigable, and keeps me on the page and interested in clicking around.
In conclusion, maintaining branding, adding white space, and keeping information clean will produce a successful blog—and that information-diarrhea on a site will kill it.