Blogging isn’t starting off to a good 2017 so far. Ev Williams announced that Medium is cutting back and trying to find new ways to engage readers. The platform of blogging is scaling back as clickbait headlines and other new forms of media capture the collective attention for the next six seconds. How does that all relate to the humble tech blogger?
Mindshare, Not Eyeshare
One of the reasons why things have gotten so crazy is the drive for page views. Clickbait headlines serve the singular purpose of getting someone to click on an article to register a page view. Ever clicked on some Top Ten article only to find that it’s actually a series of 10 pages in a slideshow format? Page views. I’ve even gone so far as to see an article of top 7 somethings broken down into 33(!) pages, each with 19 ads and about 14 words.
Writers competing for eyeballs are always going to lose in the end. Because the attention span of the average human doesn’t dally long enough to make a difference. Think of yourself in a crowded room. Your eyes dart back and forth and all around trying to find something in the crowd. You may not even know what you’re looking for. But you’ll know it when you see it. Your attention wanders as you scan through the crowd.
Blogging, on the other hand, is like finding a good conversation in the crowd. It engages the mind. It causes deeper thinking and engagement that leads to lasting results. The best blog posts don’t have thousands of views in the first week followed by little to nothing for the rest of eternity. They have active commenters. They have response pieces. They have page views and search results that get traffic years after publication.
The 3am Ah Ha Moments
Good blogs shouldn’t just be about “going viral”. Good blogs should have something called Fridge Brilliance. Simply put, the best blogs hit you out of the blue a day after you read it standing in front of your fridge door. BANG. Now you get it! You run off to see how it applies to what you’re doing or even to give your perspective on things.
The mark of a truly successful blog is creating something that lasts and is memorable in the minds of readers. Even if all you’re really known for is “that one post” or a series of great articles, you’ve made an impression. And, as I’ve said before, you can never tell which post is going to hit it big. So the key is to keep writing what you write and making sure you’re engaging your audience at a deeper level than their corneas.
That’s not to say that you can’t have fun with blog posts now and then or post silly things here and there. But if you really want to be known as an authoritative source of content, you have to stay consistent. One of the things that Dave Henry (@DaveMHenry) saw in his 2016 wrap-up was that his most viewed posts were all about product announcements. Those tend to get lots of headlines, but for an independent blog it’s just as much about the perspective the writer lends as it is for the news itself. That’s how you can continue to engage people beyond the eyeball and into the brain.
I’ve noticed that people still like to write. They want to share thoughts. But they pick the wrong platforms. They want eyeballs instead of minds. They don’t want deep thoughts. They just want an audience. That’s the wrong way to look at it. You want engagement. You want disagreement and argument and 4,000 word response posts about why you’re completely wrong. Because that’s how you know you’ve hooked the reader. You’re a splinter in their mind that won’t go away. That’s the real draw. Keep your page views. I’d rather have memories and fridge brilliance instead.