Someone asked me (of all people) to write an article on how to craft A Successful Blog. I thought about showing them my laughable stats page, but I was too embarrassed and honestly too vain, so I just raised my eyebrows and said, “You want me to do what?”
“Successful Blogging.” What does that mean, exactly? I suppose most people would define that by the amount of people who flock to the site, and whether or not advertisers think the blog is worthy of becoming a billboard for their product. Financial viability seems to be the benchmark of successful blogging these days. I think, though, that is a woefully incomplete and inadequate definition. Even possibly deceptive. And, in a lot of cases, just flat wrong.
“I shoulda picked a better place to cross the herd, Cap’n.” -Deets, “Lonesome Dove”
I could write some SEO’ed post that shows up on Google’s front page, get a zillion hits, and have said nothing of value whatsoever. In fact, I could possibly even harm someone by taking the Popular Route. I could also write something important or funny or tender or informative that only thirty people read. Ever. The former, while considered a Huge Success (read: marketable) in our Look-At-Me world of social media and reality television, would seem a failure to me, a manipulation and a bald-faced baiting of the masses for no other reason that to promote my own brand (we’ve evolved from sheep: now we’re cattle…sigh). The latter, however, I would file under the heading “Successful”, because those I reached I reached honestly, without manipulation, cheap interweb parlor tricks, or lies.
I hesitate to suggest that the key to success is to market and advertise your blog with endless irritating tweets and Facebook links. To quote a prolific voice of our time, “Ain’t nobody got time fuh dat.” Should you utilize social media? Sure. Should you be irritatingly relentless about it? No. Please, for the love of God, no.
The successful blog, and more pointedly, the successful blog post, is built on a foundation of authenticity: it is a truth the author sees and conveys in such a way that they can read it later with their head held high, knowing that it was a valuable contribution to the exponentially expanding ocean of content through which people are surfing. Occasionally, such offerings are embraced by the public, but like most truths, they’re usually largely ignored, or worse: hidden from view.
“It’s a pure accident I was Freshly Pressed.”
“Oh, I never see you having accidents with ugly blogs.”
In my experience, what conventional success I’ve had has come as a total surprise. I somehow have gotten myself Freshly Pressed twice. Both times were complete accidents, and neither post has generated a plug nickel.
In analyzing the two posts, I have come to understand the following things about what constitutes an article that has broad-ranging appeal:
- Be yourself. I write like I speak: with a suthern drawl, old-school manners, a fairly decent vocabulary, a secret desire to cuss, and an occasionally zinging wit. I’m no Shakespeare, but I’m no Chappelle either. My goal is to be an honest voice. An honest voice is a *unique* voice, and every now and then, a unique voice stands out.
- Write about things you are passionate about. The first blog post I wrote that was Freshly Pressed was nothing more than me whining about the abysmal state of the Sunday Comics. I, apparently, am A Prolific Whiner. The old adage holds true, though: misery loves company. When you observe something that really bothers you, it’s possible it might also bother lots of other people.
- Write about things you love. The second post I had Freshly Pressed was about Larry McMurtry’s wonderful bookstore, a place that makes me drool simply by thinking of it. When one writes about things they love, an inevitable passion leaks through, and passion begets more passion: other book-lovers felt a kinship and a common bond in that post.
- Write Well. Clear, concise writing is easier to read. Edit. Re-read. Read the post aloud. Use the freakin’ Spellcheck, for cryin’ out loud. If you’re uncertain what constitutes Good Writing, then start reading the classics, both the Old-School and the Modern. The more you expose yourself to good writing, the more you’ll learn about its construction. Additionally, look at how the paragraphs sit on the screen: is there just a gigantic sea of never-ending words, or did you use that fantastic invention known as the Paragraph?
- Know Your Audience. You wanna know who reads blogs? Bloggers. You wanna know what a blogger is? A frustrated and more-than-likely-unpublished writer (or photographer or poet) just like you. Now, in my case, it’s true that my bff and my mother-in-law and several dear friends read as well, and occasionally a post will pique the interest of a few Facebook friends or Twitter followers, but the bulk of my readers are bloggers who are interested in writing and learning. Writing with them in mind is a courtesy to them and a help to me as a writer: their interest (or lack thereof) serves as a good filter.
- Be careful with Controversy. The most widely read pieces on this blog are not the controversial ones, though I have written much that is controversial. The most-read posts are those that speak to some universal complaint or enjoyment most bloggers can associate with.
- Humor and Good Quotes are Invaluable Tools. The best observations about life are often funny. Example:“Everybody loves hair until it’s separated from the body. Then it’s the most disgusting thing in the world.”-Jerry Seinfeld. As a writer, it’s important to balance two Unavoidable Truths: it’s vital to Say Something Original, but someone probably has already conveyed your thought better than you can. A good writer marries confidence in their own original work with a fat dose of humility and some good quotes.
- People Crave Beauty. In every area you can, endeavor to make your blog beautiful: in the blog’s layout, the color choices, the balance of empty and filled spaces, the quality of any pictures or graphics, as well as the literary beauty of the content. If your site looks good, people will want to spend time there.
““If you want one thing too much it’s likely to be a disappointment. The healthy way is to learn to like the everyday things, like soft beds and buttermilk—and feisty gentlemen.”
Most importantly, remember that success isn’t money, and it’s not fame. It’s being able to sleep at night, being able to say something true, and being an encouragement and a help to someone else. Success is often a simple and quiet thing. Be careful that you don’t overlook or cover up your own success because you get too distracted by trying to blow someone else’s horn.