This advice is geared towards journalists, but could be applied all bloggers. It sound “biz speaky,” but I think this guy is correct. This sort of thinking could probably be applied elsewhere as well:
Look first toward creating evergreen assets that readers will continue searching for years in the future. These pieces should be written with search engine optimization in mind, and be stored at unique, easy-to-link URLs that are prominently featured in your site’s navigation.
In 1995, I wrote a short series of one-page tutorials on statistics that continue to be read by a couple thousand people each day. Those assets helped subsidize the next websites that I started, by paying their hosting fees and for some start-up equipment (laptops, cameras, etc.) I’d recommend that any journalist looking to establish himself or herself online start by identifying evergreen assets that he or she could create: how-to articles; sharp, concise explainers of complicated issues, smart guides to popular destinations, etc. Take what you know from your favorite beat and dive in.
Don’t fall into the trap of looking for popular search engine bait. How many people in two years will be looking for the Conan O’Brien/Jay Leno posts that so many folks wrote last week? The most valuable assets have enduring value.
Online Journalism Review: Build a better journalism career by shifting your focus from writing stories to creating assets
I found this via Jay Rosen, who notes that when he writes his longer PressThink articles he tries to make them enduring assets and cites this as a specific example.
I might cite my biopunk article as an example of an asset.
(Photo by Repórter do Futuro / CC BY 2.0)
Update: Check out this PDF guide to creating “flagship content” – I like the term “flagship content” better than “asset.”
Until the day he was outed, the most influential commentator on South Korea’s economy lived the life of a nobody. Park Dae-Sung owned a small apartment in a middle-class neighborhood of Seoul and freelanced part-time at a telecom company. Thirty years old, he still hoped to earn a four-year degree in economics. In the mornings, he would bicycle to the public library to study for the university entrance exam. His standard uniform was slacks, loafers, and wrinkle-free button-down shirts, as though he were going to work in an office. But with his slightly chubby moon face, glasses, and neatly parted hair, he easily blended in among the rows of students. While they worked through school assignments, he immersed himself in the text of his chosen profession.
In the evenings, Park would go online, frittering away the hours like millions of other geeks. He often played the simulation game Capitalism II, where he’d assume the role of a blue-chip investor, closing million-dollar deals and speculating on skyscrapers. Nothing that he did earned him any attention.
Then, in March 2008, Park opened an account on South Korea’s popular Daum Agora forum. Here, he decided, he would call himself Minerva, after the Roman goddess of wisdom, and write exclusively on economics, drawing on both public reports and his years in the stacks poring over Adam Smith and Joseph Stiglitz. Affecting the effortless command of a seasoned investor, he strove to project the authority that had eluded him in real life. The world economy is in the midst of collapse, he warned, so pay your debts and stock up on noodles and drinkable water. He made pronouncements on when to buy or sell a home, exchange Korean won for dollars, and pull out of the financial markets altogether.
Wired: The Troubles of Korea’s Influential Economic Pundit
See also:
Christian Science Monitor: Financial blogger’s arrest tests Korea’s progress on human rights
Korea Times: Foreigners Puzzled Over Minerva’s Arrest
Also of interest:
New York Magazine’s article on Zero Hedge and Matt Taibbi’s response.
I caught some of David Simon’s testimony to the Senate on the radio the other day. It was like nails on a chalk board for me – listening to the same dead wrong arguments over and over again.
Ryan Tate says some of the things I wanted to shout through the radio:
I found this argument odd, because as a newspaper reporter who spent a few years covering a town much like Baltimore — Oakland, California — I often found that bloggers were the only other writers in the room at certain city council committee meetings and at certain community events. They tended to be the sort of persistently-involved residents newspapermen often refer to as “gadflies” — deeply, obsessively concerned about issues large and infinitesimal in the communities where they lived.
Gawker: David Simon: Dead-Wrong Dinosaur
Memo to newspaper journalists: “online news” doesn’t begin and end with Matt Drudge, and newspaper subscription never paid your salary.
I just did a guest post over at Justin Boland’s Pizza SEO:
I’ve been blogging since the dark ages of 1999. My oldest and most popular blog is Technoccult, which I’ve been doing since 2001. My most important tips are non-technical and platform independent, and I’m presenting them first. The second part of this article covers WordPress tweaks and plugins, which is what Justin actually asked me to write about.
If you don’t read any of the hints, just keep this in mind: Do everything you can to make reading your blog easy, and avoid annoying your readers. Write a good blog, retain your readership, and it will grow. Your readers will e-mail and IM your URL. They will link to you on their blogs. They will link to you on social media services. That’s how you build traffic. Search engines are always making changes in how they rank stuff, so question SEO wizardry and focus on reader experience.
Full Story: Pizza SEO
Update: I’ve started a Portland SEO consulting practice.
“Melanie Kroll probably doesn’t appreciate the irony of her situation. She was fired this week from her job at 1-800-Flowers.com, a floral delivery service, after a death threat was sent to popular science blogger PZ Myers from her work email address. The irony stems from the fact that she most likely heard about Myers only because the Catholic League had attempted to get him terminated from his job at the university where he teaches.
Myers, an associate professor of biology at the University of Minnesota, Morris, had published a controversial blog post on July 8 titled ‘IT’S A FRACKIN’ CRACKER!’ The cracker in this instance was referring to a Eucharist – a small wafer considered by Catholics to be the body of Christ – that had been smuggled uneaten out of a church by a Florida man. The incident caused public outrage from some Catholics and after the Catholic League condemned the action the man received multiple death threats. He finally succumbed to the pressure and returned the wafer to the church.
Myers is a vocal atheist and his blog post expressed incredulity and anger that a person would be harassed in such a way over what Myers considered a…well, cracker. At the end of the post he called his readers to action. ‘Can anyone out there score me some consecrated communion wafers?’ he wrote. ‘There’s no way I can personally get them – my local churches have stakes prepared for me, I’m sure – but if any of you would be willing to do what it takes to get me some, or even one, and mail it to me, I’ll show you sacrilege, gladly, and with much fanfare.’
Eventually Myers’s writing reached Bill Donohue, president of the Catholic League, and in his typical fashion he went on the attack. The Catholic organization sent out a press release encouraging Catholics to email the president of the University of Minnesota and demand that action be taken. But Myers received a large number of emails as well, many of which were vitriolic and hateful. A few of those threatened the blogger with physical violence or even death. Citing a disclaimer on his blog that he has the right to reprint any emails that threatened violence, he posted two such messages on July 13, making sure to include the addresses and other identifying information of those who sent them.”
(via Bloggasm)
Jeff VandeMeer offers advice for writers who blog:
“I’ve been thinking over the past couple of days about the evolving nature of the internet and how that relates to writers and writing. Here are a few guidelines I think make a lot of sense for writers. I am sure someone somewhere has already codified all of this, but it’s important to me to state it for myself, and to remember how I want to strive to conduct my own communications.
(1) Choose your level of involvement with the internet, and stick to it. If you want minimal involvement, create a static website about your book or other creative endeavor. If you want medium-level involvement do a blog. If you want more, do more. But decide upfront what your approach will be, how much time you can spend, and whether you can actually follow through or not. As in any area of life, you will be judged by what you do, not what you say you’re going to do. The disconnect between words and actions will determine how much integrity you have in other people’s eyes.”
(via Ecstatic Days. h/t: SF Signal)
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