Ezra’s got an interesting post about blog promotion that coincide with something I’ve been thinking about for a while now.
On a related note, I’ve been thinking a lot about link hierarchies and new blog promotion. In comments, Brian Jennings made the point that it makes more sense for a few writer to put his energy into posting diaries at DailyKos, rather than stick his flag in some unknown backland in cyberspace. Kos’s place boasts a huge audience who will look at your work and, if they like what you do, ensure more folks read it. At the top levels of diary promotion, more eyeballs will land on it than will see any other blogger that day, save Kos himself. That’s a much more rational and direct reward system, particularly in the lefty blogosphere where our interest in promoting our brethren fluctuates between “nil” and “eh”. Unfortunately, and I wish it were different, I can’t see that as a good thing, no matter how I try. Though Kos is benevolent and far-sighted and walks on water and speaks to birds, confining so much new energy to his site can’t be good. It’ll only choke off the vibrancy of the progressive blogosphere in the long run. Now, I don’t blame Markos for any of that, this has been a pretty surprising occurrence that grew out of some great moves (like the switch to Scoop), but it’s a problem nonetheless.
In keeping with blogger tradition, rather than leave a comment on his site, I’m promoting my commentary into a post of its own.
In a way, I agree with both Ezra and Brian Jennings on this one. If you’ve got some ideas that you’ve wanted to put into posts, the DKos community is a great place to start. The large audience will be able to give you instant feedback and help you get better at crafting your idle musing into a coherent point. That said, if you want to become a big deal in the blog world, exposure to DKos traffic won’t really prepare you for the real challenges that stand between you and the upper levels of the blog hierarchy.
If you really want to build an audience, the first thing for any new blogger to do is to post a lot. Readers of the blogosphere are incredibly fickle. If you don’t post often, even your most loyal readers will get bored and stop regularly checking your site. Because of its dependable traffic patterns and large user base, posting DKos diaries will not prepare you for the disappointment of watching your fanbase slowly erode away.
The second thing an up-and-coming blogger needs to do to build an audience is to promote themselves. There’s a fine line between “sending an email to your favorite site about a post your proud of ” and “spamming the world with another tiresome anti-Bush rant”. If you could see my inbox (or Ezra’s or Atrios’ or…), you’d be shocked by how many people regularly cross this line. Getting unwanted emails from fellow bloggers isn’t usually a big deal, but getting emails every other day is a damn good way to get your email address blocked permanently. If you want to email a post to your favorite blogger, you’ll have a lot more success if you contact the blogger personally, summarize the post, include a quote of the best part, and explain why you think the blogger you’re contacting would be interested in the post you’re sending.
The final (and most important) part of blogging is that you’ve got to establish your own voice. Not that every post has to be wordy, but if you’re not adding anything other than links to other blogs and op-eds, then you’re wasting your time. Do you regularly find that you have something to add to the debate that you don’t see being mentioned anywhere else? If that isn’t the case, then don’t bother.
Keep in mind that the three points I mention above (regular posting, promotion, and originality) won’t guarantee success, especially when you’re not doing all three. If you publish a masterpiece, but only feel like writing once a month or so, then you’re probably better off finding a medium that’s a little slower-paced than blogs. If you regularly post interesting work, you might be surprised with how frustrating it can be to wait for word-of-mouth to increase your traffic. Spreading the word about things that are important to you is a noble goal, but don’t get your hopes up. It takes a lot of patience and hard work to build up a relatively decent audience.
To go back to Ezra’s post, here’s the biggest reason why I would recommend against using the Dkos diaries as a way to “get to the top” is this : Posting diaries in the hopes of being promoted may help you gain favor among the DailyKos community, but it won’t necessarily prepare you for success in the blogosphere as a whole. The key word here is “community” and as with any community, the regulars at DailyKos have common interests that may not always mesh with your own. Because it’s a good way to get instant feedback, I’ve crossposted a number of entries from this site into my Dkos diary. The fact that some diary entries barely get a fraction of the feedback that I get on my personal (and much less popular) site belies the notion that the regulars at DailyKos represent a microcosm of the liberal blogosphere as a whole. Being a successfully diarist at DailyKos isn’t the same as being a successful blogger, so don’t fool yourself into thinking Dkos diaries are a shortcut to blogosphere success.1
When I started this site almost two years ago, I entertained fantasies of having hundreds of thousands of readers and reaching the upper echelons of the blogosphere. While I don’t think this goal is unattainable, it definitely requires an level of commitment to the site that I’m unwilling to provide. Through a frequent lack of inspiration, writer’s block, occasional vacations, laziness, and a general discomfort with hyping my work, the traffic level plateaued about a year ago (with the exception of the pre-election surge), but I’m happy with the makeup and size of my readership. My goal has always been to express my opinions and provoke conversation about politics, movies, etc. In that sense, this site has been an enormous success and based on the havoc that erupts whenever the comments section gets flooded on some of my more popular posts, I don’t know if I’d really want the site to become more “successful” anyways.
1: Along the same lines, in regards to a point raised in the comments of Ezra’s post, regularly posting diaries in the hopes of becoming a guest blogger for Kos is as foolish as a stand-up comedian appearing on the Tonight Show in hopes of subbing for Johnny. If your only goal is to replace someone else, then you need to stop what you’re doing and figure out why you want to be a blogger in the first place.