1. Dark secrets
blogging superstars
of the

2. very important things
I won’t mention:
• breaking news
• social media promotion
• live events
• partnerships & guest-blogging
• technology

3. P
ackage, repackage, repeat.
Flickr photo courtesy of user scmgee.

4. lifehacker.com I. Package, repackage, repeat

5. lifehacker.com I. Package, repackage, repeat

6. lifehacker.com I. Package, repackage, repeat

7. lifehacker.com I. Package, repackage, repeat

8. lifehacker.com I. Package, repackage, repeat

9. packaging promotes
volume

10. packaging reinforces

11. packaging extends
reach

12. andrewsullivan.theatlantic.com I. Package, repackage, repeat.

13. mashable.com I. Package, repackage, repeat.

14. mashable.com I. Package, repackage, repeat.

15. mashable.com I. Package, repackage, repeat.

16. N Umbering is narrative.
Flickr photo courtesy of user svenwerk.

17. popurls.com II. Numbering is narrative.

18. popurls.com II. Numbering is narrative.

19. soulofthecommunity.org II. Numbering is narrative.

20. lists promise
comprehensiveness

21. lists promise
limits

22. lists promise
hierarchy

23. lists promise
authority

24. themoneymeltdown.com II. Numbering is narrative.

25. examples of guides from different sites II. Numbering is narrative.

26. H Eadlines are hooks.
Flickr photo courtesy of user minifig.

27. “
Imagine you're writing a
headline for a magazine
(one with tight deadlines)
“
rather than a newspaper.
source: Gawker founder/CEO Nick Denton

28. Vs.
wired.com vs. gawker.com III. Headlines are hooks.

29. focus on implications,
not events

30. Vs.
Vs.
nytimes.com vs. google news vs. gawker.com III. Headlines are hooks

31. 1. Discover
2. Easy
3. Guarantee
4. Health
5. Love
6. Money
7. New
8. Proven
9. Results
10. Safety
11. Save
12. You
12 most profit-producing words III. Headlines are hooks

32. 1. Top
2. Why
3. How
4. Will
5. Guide
6. Best
7. Secret
8. Ultimate
9. Your
10. Worst
11. New
12. Future
12 most arresting headline words III. Headlines are hooks

33. L Earn the art of the quest.
Flickr photo courtesy of user h.koppdelaney.

34. newyorker.com IV. Learn the art of the quest.

35. thislife.org IV. Learn the art of the quest.

36. talkingpointsmemo.com IV. Learn the art of the quest.

37. voices.washingtonpost.com/ezra-klein IV. Learn the art of the quest.

38. voices.washingtonpost.com/ezra-klein IV. Learn the art of the quest.

39. O wn the system, own the story.
“Death & Taxes” courtesy of DeviantArt.com.

40. great beat reporters
have a system

41. great bloggers
reveal their system

42. voices.washingtonpost.com/ezra-klein V. Own the system, own the story.

43. voices.washingtonpost.com/ezra-klein V. Own the system, own the story.

44. voices.washingtonpost.com/ezra-klein V. Own the system, own the story.

45. voices.washingtonpost.com/ezra-klein V. Own the system, own the story.

46. readwriteweb.com V. Own the system, own the story.

47. E
Xplain, explain, explain.
Flickr photo courtesy of user Pip R. Lagenta.

48. “
“
When remotely possible,
turn news into explanation.
source: Gawker founder/CEO Nick Denton

49. gizmodo.com VI. Explain, explain, explain.

50. io9.com VI. Explain, explain, explain.

51. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.

52. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.

53. nymag.com/vulture VI. Explain, explain, explain.

54. businessinsider.com VI. Explain, explain, explain.

55. C
Omments are content.
Flickr photo courtesy of user nolifebeforecoffee.

56. ta-nehisicoates.theatlantic.com VII. Comments are content.

57. ta-nehisicoates.theatlantic.com VII. Comments are content.

58. content gets
assigned

59. content gets
curated

60. content gets
edited

61. content gets
promoted

62. ta-nehisicoates.theatlantic.com VII. Comments are content.

63. metafilter.com VII. Comments are content.

64. I Llustrate everything.
Flickr photo courtesy of user movimente.

66. A transportation blog?!
Really?

67. *actual transportation blog headlines VIII. Illustrate everything.

68. blogs.startribune.com/roadguy VIII. Illustrate everything.

69. “The word that came to mind was ‘brazen.’”
blogs.startribune.com/roadguy VIII. Illustrate everything.

70. images courtesy of roadguy VIII. Illustrate everything.

71. wired.com VIII. Illustrate everything.

72. 1. Photowalks
2. Station image licenses
3. Handout photography
4. Creative Commons (Flickr)
5. Crowd-contributed
6. iStockPhoto, WebShots, etc.
7. Wikipedia
potential image sources VIII. Illustrate everything.

73. D On’t fear digression.
Flickr photo courtesy of user simonsterg.

74. andrewsullivan.theatlantic.com IX. Don’t fear digression.

75. voices.washingtonpost.com/ezra-klein IX. Don’t fear digression.

76. consumerist.com IX. Don’t fear digression.

77. digression adds
character

78. digression adds
catharsis

79. B
E a bit predictable.
Flickr photo courtesy of user ahockley.

80. andrewsullivan.theatlantic.com X. Be a bit predictable.

81. nytimes.com X. Be a bit predictable.

82. thekitchn.com X. Be a bit predictable.

83. lifehacker.com X. Be a bit predictable.

84. D Evour the Web.
Flickr photos courtesy of user M i x y.