Blogs became indispensable part of the media landscape at least a decade ago. It is now an established, but simultaneously an ever changing format of public expression. Most companies rely on bloggers as part of their media strategy. Some bloggers become public figures. For small companies or individuals who want to get noticed, a blog is the starting point. But using blogs for content marketing is complex. Blog readers are savvy. They want authenticity of the author’s voice. Twitter (2006) took microblogging down to 140 characters. In 2012, the long format got a boost with Medium.com. Is there now a move towards the middle and towards more editorial filters? Long. Short. Individual. Collective. Social. Complex. Commercial. Syndicated. Curated. Where is the blog heading next?