Blogging has a broad range application .. people have become familiar with the concept. If you told them you are a writer they would ask you what books you'd published. If you said you were a content publisher .. they would smile and wonder wtf you were talking about. They all describe the same action but different perceptions.
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Agree Shadow, but referencing blog on the site, sets an expectation for users who don't already have an expectation.
Not sure that I agree @whatsup ... in the sense that there is such a diversity of purposes blogs are written on they have become something people understand as being pretty free flowing.
Using publishing platform would more likely to setup an expectation that they come here to publish books and maybe magazines.
I think the more effective approach would be if we actually had an entry portal for the steem ecosystem and sections for all the various ways it is being used. If every other entry point linked to the portal we'd have a great interconnected network for people to explore.
Hopefully that will come eventually.
I've always said I see SteemIt,Inc sunsetting the main blogging apparatus of the site and going to a strictly directory oriented site. Colorful tiles could lead people to their proper places - I.e. - Video & Gaming tile, blogging tile, building a sort of funnel like approach. We shall see.