Thought Leadership starts with a different kind of question

Recently, I gave a talk here in Australia on blogging, and how it has quietly become one of the most undervalued professional tools available today. Afterwards, someone raised a brilliant point:

“The word ‘blog’ just feels outdated. It doesn’t fit anymore.”

And I couldn’t agree more.

Once upon a time, blogging conjured images of travel diaries, food journals, or the early internet's version of an open letter. But today? The landscape has changed. Blogging has evolved into something far more layered, strategic, and powerful.

Yet strangely, the word stayed stuck in the past.

Blogging Isn’t Dead. It’s Just Wearing the Wrong Name

What we used to call a “blog” is now a very specific form of professional communication; one that builds credibility, sharpens your voice, and attracts the right clients, collaborations, or opportunities.

It’s the quiet powerhouse behind:

• Thought leadership

• Search visibility (hello, SEO!)

• Professional storytelling

• Brand and reputation building

• Teaching and learning through reflection

• Empower others with your knowledge

But none of that sounds like 'a blog,' does it?

So What Do We Call It Now?

If you’re a modern creative, educator, coach, or consultant, here are some elevated alternatives to help re-frame what you’re actually doing when you 'blog':

Insight Article: great for showcasing expertise

Field Notes: ideal for educators, cultural explorers, and creatives

Perspective Piece: if you’re offering thoughtful opinion or commentary

Dispatch: especially if your work includes travel, transformation, or creativity

Essay: timeless, intelligent, and often more engaging than a ‘post’

Journal Entry or Creative Reflection: when your writing is softer or more intuitive

Professional Notebook: if you're documenting ideas or strategies for your field

Personally, I often refer to my writing as insight articles or creative dispatches. They’re how I connect with my audience, share real knowledge, and reflect the values of my work that I love SO MUCH, without giving away the whole strategy for free.

What You Should Be Doing Now

Here’s the truth: If you’re still thinking of a blog as something “extra” or informal, you’re missing one of the most cost-effective and strategic tools in your digital ecosystem.

So here’s what I recommend:

• Reframe what your blog is (and call it what it really is)

• Use it to share what you know, not everything you do

• Let it position you as a thought leader in your field

• Use your content to attract ideal clients—not just page views

And if you're unsure where to start, or how to transform your outdated blog into something dynamic and aligned, this is exactly the kind of work I do with my clients.

I would love to hear your reflections on this topic. Join the conversation on LinkedIn, where I share more insights and invite dialogue with educators, creatives, and leaders worldwide. Connect to LinkedIn here.

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Louise Sommer (MA, Educational Psychology) is the founder of Louise Sommer Studio. She specialises in creative intelligence, learning design, and leadership communication across cultures. Through her writing, consulting, and workshops, Louise helps educators and leaders build learning cultures that think, feel, and grow.

Louise Sommer Studio Blog is a free space for learning created for educators, leaders, and creatives exploring the intersection of psychology, culture, and creative intelligence.

Louise Sommer (cand.pæd.psyk.) er grundlægger af Louise Sommer Studio. Hun er specialiseret i kreativ intelligens, læringsdesign og ledelseskommunikation på tværs af kulturer. Gennem sit arbejde med undervisning, rådgivning og workshops hjælper Louise undervisere og ledere med at udvikle læringskulturer, der tænker, føler og vokser.

Louise Sommer Studio Blog er et frit rum for læring, skabt for undervisere, ledere og kreative, der udforsker samspillet mellem psykologi, kultur og kreativ intelligens.