Why don't I blog more? There are all kinds of reasons.

1. Description
Thinkering through the behavior of blogging.
The data I am reading suggests that there are 5M active (updated
in the last 90 days) blogs in the US out of 300+M people.
However, if you ask people if they would like to have a
"successful" blog most answer "Yes." That's an odd separation.
Further... the most frequent objection to blogging is that it takes
to much time. However, the average US household has the TV on
for something like 5+ hours a day and it seems Clay Shirky is
right... we have a Cognitive Surplus. So... why don't we blog more?
Through a series of interactions recently, I've been increasingly
interested in what's both successful and troublesome about the
behavior of blogging. What makes it easy? What makes it
difficult?
I'd like to share some observations and then I'd consider this a
successful session if there was a reasonably engaged dialogue that
ensued. You in?
by/ @josephrueter
for/ Minnebar 2011
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2. WHY DON’T YOU BLOG MORE?
Thinkering through the behavior of blogging.
2

3. WHY DON’T I BLOG MORE?
3

4. WHY DON’T I BLOG MORE?
Not enough ideas?
I was not taught?
It takes lots of time?
It’s way public?
There are not enough readers?
It’s not crisp and easy?
4

5. Intro
What Wiki Says:
Bruce Ableson launched Open Diary in October 1998, which soon
grew to thousands of online diaries. Open Diary innovated the
reader comment, becoming the first blog community where
readers could add comments to other writers' blog entries.
Brad Fitzpatrick started LiveJournal in March 1999.
Andrew Smales created Pitas.com in July 1999 as an easier
alternative to maintaining a "news page" on a Web site, followed
by Diaryland in September 1999, focusing more on a personal
diary community.
Evan Williams and Meg Hourihan (Pyra Labs) launched
blogger.com in August 1999 (purchased by Google in February
2003)
5

6. Publishing has been
democratized.
It’s Amazing:
Tons of HUGE stories of success.
6

7. Publishing combines
Content and Distribution
Two pieces to the puzzle:
Content
Idea
Creation (draft, edit, approval)
Distribution
Print
Non-print
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8. Problem
It’s BLANK:
Content:
While a blank screen with a pile of editing tools have been
democratized KNOWING how or wanting to write/create
content has not.
Distribution:
Further... the audience when you start is blank too.
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9. 9

10. 10

11. 11

12. 12

13. 13

14. 14

15. what’s a bookmarklet?
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16. What is blogging for?
A few options:
Shooting from the hip
Professional Aims
News releases
Brand building
Journaling
Fun
flickr.com/photos/corscri/1320198723/
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17. Content Strategy vs.
Con dence Strategy
What are you/i looking to get from blogging?
Without an AIM it’s likely you/i will succumb to your/our
perception of what other people want from you/me.
Therefore, successful blogs have - explicit or not - a content
strategy… or put another way a confidence strategy.
17 flickr.com/photos/48399297@N04/5036691180/

18. Bloggers have an edge
They have Access:
Information
Perspective
18 flickr.com/photos/83156837@N00/349367047/

19. Improve the system?
Other Problems:
Problem with distribution…
# of audience limited by blog visits (via URL)
# of audience limited by # interested visitors who also
understand RSS and sustain that reading behavior
Problem with motivation/satisfaction...
Need others to see what you're doing.
Dan Arieli ### books / stories - recognition
Problem with rhythm...
We watch a ton of TV and read news but as an aggregate
population we don't write.
Therefore we don't have rhythm or tricks or confidence to
write.
Problem with time…
Our perception is that if we do have something to say It takes
to much time…
to make it bullet proof or public worthy i.e. worthy to be
scrutinized.
19 flickr.com/photos/52485003@N00/281640001/

20. Improve the system?
Solve for the Content and/or Distribution
Twitter…
Content Problem: Blog posts are to long and hard to write
Solution: Twitter limits the size of the posts
Distribution Problem: Jumping around to different blogs is
hard for readers and I want readers if I am going to write
Solution: Twitter built in a reader and follower counts
Posterous…
Content Problem: the process of making a post is to hard
Solution: Posterous championed emailing it in.
Distribution Problem: I am in many places and it takes to
long to manually make them work together
Solution: Posterous automates the distribution of content to
other places.
Tumblr...
Content Problem: posts can be made easier if they are built
atop reference content
Solution: tumblr has a killer bookmarklet.
Distribution Problem: Jumping around is hard
Solution: Tumblr has a reader on the first page after login
20 flickr.com/photos/41864721@N00/3616409588/

21. Make something new
Agony:
Assumption that you have to make something new… agonizing
It's hard to write original stuff that is also easy to be confident in.
21

22. Make something new
Few willingly write for NO readers:
The most successful blogs are of two content types.
- self
- other content repackaged
22 flickr.com/photos/90046593@N00/292761778/

23. Ways Forward
We read and have opinions.
Find ways to share them
We care what other people think
Have a content and confidence strategy
We care that our work is recognized.
Find ways to get others to share with you what
they are thinking when reading your content.
Find successful analytics software.
Structure ways to now they are engaging with
your content in a way that is meaningful to you.
Get those metrics automatically delivered.
23 flickr.com/photos/34974864@N00/389537711/

24. Ways Forward
We read and have opinions.
Find ways to share them
We care what other people think
Have a content and confidence strategy
We care that our work is recognized.
Find ways to get others to share with you what
they are thinking when reading your content.
Find successful analytics software.
Structure ways to now they are engaging with
your content in a way that is meaningful to you.
Get those metrics automatically delivered.
24 flickr.com/photos/34974864@N00/389537711/

25. Ways Forward
We read and have opinions.
Find ways to share them
We care what other people think
Have a content and confidence strategy
We care that our work is recognized.
Find ways to get others to share with you what
they are thinking when reading your content.
Find successful analytics software.
Structure ways to now they are engaging with
your content in a way that is meaningful to you.
Get those metrics automatically delivered.
25 flickr.com/photos/34974864@N00/389537711/

26. Ways Forward
We read and have opinions.
Find ways to share them
We care what other people think
Have a content and confidence strategy
We care that our work is recognized.
Find ways to get others to share with you what
they are thinking when reading your content.
Find successful analytics software.
Structure ways to know they are engaging with
your content in a way that is meaningful to you.
Get those metrics automatically delivered.
26 flickr.com/photos/34974864@N00/389537711/

27. flickr.com/photos/7900943@N06/3985803157/