Seriously, Blogging is Your LONG Game
I have to admit that this post from The Daytime Renegade got me down more than a bit. I read it before Christmas, but it took me some time to formulate my thoughts in reaction to it. An excerpt:
I know that if you don’t promote or believe in yourself, no one else will but my God man, over the Internet, anybody can say they’re anything! Why should you listen to anyone or swallow advice whole without thinking critically?
There are people who pass the sniff test, of course–professional athletes and trainers, business people and parents–who have a proven record of success, have clearly thought their ideas through, and show themselves, warts and all. Take them more seriously.
And maybe that’s the way forward. My problem with blogging is this: I don’t think I really have any great insights into anything.
I’m not saying this to get sympathy, because that’s pathetic. I am just being honest and self-reflective.
I harbor no illusions about being particularly good at anything or writing useful “self-improvement” type stuff. I have a very short track record of proven success, and it seems silly writing as though I were THE MAN.
So what’s next for my little on-line adventures?
I don’t know, but I am going to take a blogging hiatus and really think about what I want to do with this.
First of all, I’m honored and flattered to have been linked on that list as a successful business person. At least I’m good at playing one on the Internet!
However, I think Daytime Renegade is using the wrong metrics to judge himself – as so many others do. And this stems mostly from ignorance of true realities – not just of blogging but of many other factors.
I’ve posted about it before, but it bears repeating: blogging is your long game. And I do mean long. There are a handful of successful bloggers who made the leap to “stardom” very quickly: Instapundit, Andrew Sullivan, James Joyner, Megan McArdle, Markos Moulitsas. Want to know what they all have in common? They got started in the early days of blogging, in the 2000-2005 time frame. Blogging was new, they were early entrants, and they managed to ride the wave.
Very nearly every blogger who made it big after that period has something else in common: they all slugged it out for a very long time. Either that, or they were already famous for something else.
A prime example is Vox Day. His two blogs this year have hit a combined traffic metric of over four million page views per month. That’s a huge amount of traffic – more than some “major” news outlets get. But he didn’t get there overnight. His blog has been around since roughly 2001. I know. I was reading it very occasionally then – mostly on the occasions that Instapundit linked to it. As I mentioned on my previous post on the topic, his prime blog now has roughly fifteen thousand individual posts on it (maybe more by now). That’s a lot of content for search engines to comb through, for people to link through, for new users to read through, etc.
By comparison, this will be post number 306 on this blog when it goes live. I’ve got a long way to go. I, too, was blogging in the roughly 2001 time frame – and I wish that I had continued that blog through to the present day. I am not as prolific a poster as Vox Day, and I probably wouldn’t have 15,000 posts. But I’d still have several orders of magnitude more content than I have now.
Quantity isn’t the only thing that time and persistence give you, however. They also help you build an audience – regular readers who continue to come back and read your works. Such a readership grows geometrically, not linearly. I’ll go into more details in another post later this week, but my blog traffic is up more than sevenfold from last year. That particular growth rate is somewhat high – but doubling or tripling blog readership year over year is the norm, not the exception. At those growth rates, readership eventually becomes quite high. Remember the old tale of the man who wanted one penny today, two tomorrow, four on the third day, eight on the fourth day, etc. On the 30th day his payment due is over $10 million – or four million page views.
There is another thing that happens over time. You set yourself apart from those who lack persistence. Very few bloggers are still blogging after one year. Even fewer are still blogging after five years. Vox Day has won because he’s still blogging after fifteen years – a feat that puts him in the company of perhaps a few hundred other bloggers worldwide. What special skill did he require to achieve that? None – only persistence.[To be clear, I’m not claiming that persistence is the only skill that made Vox Day’s blog so popular; many other skills contributed to that feat. Rather, it is the only skill that made his post count so high. As I’ve already explained elsewhere, that does indeed have a massive impact on blog traffic.]
As Christopher Lansdown mentioned when he interviewed me earlier this week, very few highly successful people are young. Most of them don’t achieve true success until their late forties or early fifties. Why? Because success often requires many years of hard slogging, setbacks, persistence, and getting back on your feet.
Blogging is an extremely useful marketing tool. But for most people it’s not a short term one. The short term payoff is almost always low – and usually trivial or negligible. But even low payoff blogging often becomes very useful in the long run.
I would offer three more thoughts to Daytime Renegade as he reconsiders his blogging goals.
First, as with so many other things in life, blogging success follows a power law curve. My 2016 levels of blog traffic are pretty low (I’ve had considerably more traffic in the early years of blogging). Even so, they probably put me in the top 15% or so of all bloggers. At a guess, I would wager that 3,000 to 5,000 page views a month probably put you in the top 10%. 10,000 to 15,000 page views a month probably put you in the top 5%.
What’s the point? Compared to all other bloggers out there, Mr. Daytime Renegade, you are probably far more successful than you realize. In one sense that’s depressing. But in another sense, it should be inspiring. Because you, too, can at least double your blog traffic in 2017. In fact, you can probably increase it by a factor of 5 to 10 – which would move you far further up that chain. Unlike many of the bloggers you’ve already left far behind, you have not yet reached your peak – especially if you remain persistent. You can climb much further up the charts.
Second, you are overrating the value of originality and your own unique insights. You feel like none of your thoughts are new – but this is precisely because of all the time you spend reading: reading books, reading news, reading other blogs. You make the mistake of assuming that your readership is already familiar with all of the ideas you’re familiar with, because of course everyone else has read all the stuff you read. Doesn’t everybody?
In a word, no. Even other highly intelligent, highly educated people haven’t read everything you have. They can’t. There are hundreds of thousands of blogs on the Internet today. Roughly 1,000 new books are published every day on Amazon, with roughly five million already available in their Kindle catalog. Nobody can possibly read all of that, even if they’re independently wealthy and all they ever do is read. As I’ve said before, originality is overrated. To perfectly illustrate the point, even that post wasn’t original – and yet I’ve gotten direct feedback from readers who found it extremely useful and had never thought about it in those terms before.
You have knowledge of value to your readers, even if it isn’t new and insightful. Most major bloggers aren’t passing on their own major insights – they’re passing on insights they’ve read elsewhere. Occasionally they’ll ad some insight or synthesis of their own, but mostly not. And I don’t mean that disrespectfully to them. True originality and insight is rare. Fortunately, it’s also usually unnecessary.
Finally, but perhaps most relevant… I have followed you on Twitter, Gab, and other social media for months. In that time, we’ve actually interacted quite a lot – and I’ve enjoyed it. Even so, I had no idea you even had a blog until my wife pointed out this particular post to me. I am not alone.
Morgon tires of hearing me say it, but she also knows it’s true: the single largest problem, by far, with all of our small businesses right now is that too many people don’t even know we exist. It is the single biggest problem for this blog as well – and yours. Unless you have the money for a major marketing blitz a la Disney or a major party Presidential campaign, the only cure for that problem is time and persistence. Word of mouth works, and it works well… but it’s agonizingly slow.
Personally, I’m glad to see that there are new posts on your blog already, and that this post doesn’t mean you’re giving up. Here’s to 2017 and beyond, to exponential growth, and to persistence!