Might come in handy if you're still getting your feet wet.
(Via Yelvington.com)
Tuesday, October 30, 2007
Wednesday, October 24, 2007
Headline Writing Part II: Clever vs. Informative
Brian Clark's wonderful Copyblogger has a nice entry today titled Clever vs. Descriptive Headlines: Which Works Better?.
Since that's not a particulary "clever" headline, you can probably presume which side he falls on.
Anyway, it's worth a read:
Clever vs. Descriptive Headlines: Which Works Better?
Since that's not a particulary "clever" headline, you can probably presume which side he falls on.
Anyway, it's worth a read:
Monday, October 22, 2007
Headline Writing tip (short)
Keeping myself from a long diatribe today ...
Via the always wonderful Boing-Boing, here's a note on how eye-tracking studies have indicated how writing headlines in the passive voice can help boost, well, everything.
Because, remember, as grandpa always said, "Passive Voice = $$$"
Boing-Boing
Passive Voice Is Redeemed For Web Headings
Via the always wonderful Boing-Boing, here's a note on how eye-tracking studies have indicated how writing headlines in the passive voice can help boost, well, everything.
Because, remember, as grandpa always said, "Passive Voice = $$$"
Friday, October 19, 2007
So, why exactly are we doing this again?
This one's primarily for the newspaper side bloggers, but it's probably a question everybody has to ask from time to time.
Why are we blogging?
It's not usually framed in that fashion. More often, it's a reaction instead of a question. It usually comes from someone upset with pageviews, or general public reaction (or lack of it), and said person reacts with the "This isn't worth my time" matra.
Let me be clear on this, as clear as I can be: Even if nobody reads your blog, even if the audience just feels like it's not there and there's no point to this, IT IS WORTH YOUR TIME.
Why? I could go into a long diatribe about "Long Tail" economics and the new media world ... and all that would be valid ... but this post is going to be long enough already.
Instead, I'll push THIS concept: Because we learn by doing.
And, to paraphrase a quote I heard last week, understanding blogging is to understand the direction journalism is going.
Let's break down a list of what people are expecting more and more of as they grow accustomed to getting their news online. All of these are items that a well-executed blog is already providing:
Speed: People aren't waiting until 5 p.m., let alone 6 a.m. anymore to get the details to the stories they care about. Well-executed blogs operate in that fashion, quite often providing information as it's coming in ... providing transparency about where the information is coming from ... and updating as needed.
Choice of Delivery: Mark this down: The ability to choose how news and information is delivered to oneself is going to be a key issue within the next few years ... if not sooner. RSS feeds and other forms of aggregation are only going to become more important as we progress.
Don't understand RSS? Figure it out. Now. I use reader.google.com. I recommend it.
Interaction: The era of "We talk, you listen" is over for journalists. People are going to be more and more inclined to leave their two cents. Respect it or not, reader commentary is only going to grow. (Certainly in some markets faster than others, but best to grow accustomed.)
Specialization: With mass media facing troubling times, people expect to know more about the things they care about. It might not yield massive pageviews, but a narrow focus — in popular parlayance, your niche — is a stronger way to connect with people. In my experience, the people who are blogging about things I never thought anyone would care about tend to get more personal feedback than people who are blogging about more general, popular items.
Thoroughness: Even while people want more specialized content, they want pretty much everything they can find about it. If you don't have it? Link to it. Where it's coming from is of less concern than finding it. If your source is a reliable, updated source for info, they'll revisit you (or subscribe to your feed), even if you're not the one doing all the heavy lifting each time out.
Intimacy: As a collective effect from the other items on this list — and as a definite by-product of the growing strength of social networking sites — people are expecting a more personal, one-to-one experience in media.
This is far from an exhaustive list, but ... again ... if you learn how to blog, and blog effectively, it's going to be easier for you to deal with these various trends, no matter the medium in which you're operating down the line.
Why are we blogging?
It's not usually framed in that fashion. More often, it's a reaction instead of a question. It usually comes from someone upset with pageviews, or general public reaction (or lack of it), and said person reacts with the "This isn't worth my time" matra.
Let me be clear on this, as clear as I can be: Even if nobody reads your blog, even if the audience just feels like it's not there and there's no point to this, IT IS WORTH YOUR TIME.
Why? I could go into a long diatribe about "Long Tail" economics and the new media world ... and all that would be valid ... but this post is going to be long enough already.
Instead, I'll push THIS concept: Because we learn by doing.
And, to paraphrase a quote I heard last week, understanding blogging is to understand the direction journalism is going.
Let's break down a list of what people are expecting more and more of as they grow accustomed to getting their news online. All of these are items that a well-executed blog is already providing:
Speed: People aren't waiting until 5 p.m., let alone 6 a.m. anymore to get the details to the stories they care about. Well-executed blogs operate in that fashion, quite often providing information as it's coming in ... providing transparency about where the information is coming from ... and updating as needed.
Choice of Delivery: Mark this down: The ability to choose how news and information is delivered to oneself is going to be a key issue within the next few years ... if not sooner. RSS feeds and other forms of aggregation are only going to become more important as we progress.
Don't understand RSS? Figure it out. Now. I use reader.google.com. I recommend it.
Interaction: The era of "We talk, you listen" is over for journalists. People are going to be more and more inclined to leave their two cents. Respect it or not, reader commentary is only going to grow. (Certainly in some markets faster than others, but best to grow accustomed.)
Specialization: With mass media facing troubling times, people expect to know more about the things they care about. It might not yield massive pageviews, but a narrow focus — in popular parlayance, your niche — is a stronger way to connect with people. In my experience, the people who are blogging about things I never thought anyone would care about tend to get more personal feedback than people who are blogging about more general, popular items.
Thoroughness: Even while people want more specialized content, they want pretty much everything they can find about it. If you don't have it? Link to it. Where it's coming from is of less concern than finding it. If your source is a reliable, updated source for info, they'll revisit you (or subscribe to your feed), even if you're not the one doing all the heavy lifting each time out.
Intimacy: As a collective effect from the other items on this list — and as a definite by-product of the growing strength of social networking sites — people are expecting a more personal, one-to-one experience in media.
This is far from an exhaustive list, but ... again ... if you learn how to blog, and blog effectively, it's going to be easier for you to deal with these various trends, no matter the medium in which you're operating down the line.
Thursday, October 18, 2007
Minor Rant: A note on "More"
I can't make you do things or not do them ... you really should defer to your bosses when they tell you to do certain things ... but, when the choice is yours, please ... PLEASE ... avoid the use of the "More" button.
AND, if you HAVE to, make sure you have more than a few paragraphs waiting on the other side.
For the uninitiated, the "More" button appears on a blog entry when you split your entry between the "Entry Body" and "Extended Entry" windows.
Some of our bloggers, and I can think of only one or two, are forced to use it due to technical situations involving other pages (feed issues, etc.), but the "More" button provides little to no value whatsoever, and — particularly if there's only a few sentences or paragraphs waiting on the other side — runs the very real risk of honking readers off, and making us appear to be (please pardon the language) "click whores."
When I first got here, all the blogs used "more" buttons, and I can't think of a single one of those blogs that even LOOKED like a blog to seasoned readers.
Now, they're creeping back in. There's little to almost no benefit to them (I think, over time, they do as much to repress pageview growth as to prop them up), and I also don't buy the "You get more headlines above the scroll" argument, either, since 1.) the headlines are always in the left-rail, above the scroll and 2.) The content should be good enough to draw a reader all the way through, where they'll see the next headline, anyway.
So, to sum up:
1.) Do what your boss tells you, but try not to ever use the "More" button.
2.) If you must, make SURE that what you put behind there is worth the click, because — particularly with our load times — it really will put off some readers if they have to click TWICE to read your five-paragraph entry.
Minor rant over.
Thanks for your indulgence.
AND, if you HAVE to, make sure you have more than a few paragraphs waiting on the other side.
For the uninitiated, the "More" button appears on a blog entry when you split your entry between the "Entry Body" and "Extended Entry" windows.
Some of our bloggers, and I can think of only one or two, are forced to use it due to technical situations involving other pages (feed issues, etc.), but the "More" button provides little to no value whatsoever, and — particularly if there's only a few sentences or paragraphs waiting on the other side — runs the very real risk of honking readers off, and making us appear to be (please pardon the language) "click whores."
When I first got here, all the blogs used "more" buttons, and I can't think of a single one of those blogs that even LOOKED like a blog to seasoned readers.
Now, they're creeping back in. There's little to almost no benefit to them (I think, over time, they do as much to repress pageview growth as to prop them up), and I also don't buy the "You get more headlines above the scroll" argument, either, since 1.) the headlines are always in the left-rail, above the scroll and 2.) The content should be good enough to draw a reader all the way through, where they'll see the next headline, anyway.
So, to sum up:
1.) Do what your boss tells you, but try not to ever use the "More" button.
2.) If you must, make SURE that what you put behind there is worth the click, because — particularly with our load times — it really will put off some readers if they have to click TWICE to read your five-paragraph entry.
Minor rant over.
Thanks for your indulgence.
Tuesday, October 16, 2007
Blogs Defined
This is a fairly basic posting for people in the community who may have little or no experience in the blogosphere.
Put simply, a blog is no more than a Web page that it easily updated. Each update is called an "entry" and each entry can consist of as little as a few sentences (although writing longer is not prohibited, by any means). The newest entries appear on top.
A blog can be as simple as an online column, or as intricate as a photo album. You can embed videos, link to other sites, and/or talk back with people who comment on what you've written.
You can use this site to get started, but it's always good practice to find a few blogs that appeal to you and start making it a habit of visiting them.
We think you'll like what you find.
Put simply, a blog is no more than a Web page that it easily updated. Each update is called an "entry" and each entry can consist of as little as a few sentences (although writing longer is not prohibited, by any means). The newest entries appear on top.
A blog can be as simple as an online column, or as intricate as a photo album. You can embed videos, link to other sites, and/or talk back with people who comment on what you've written.
You can use this site to get started, but it's always good practice to find a few blogs that appeal to you and start making it a habit of visiting them.
We think you'll like what you find.
Wednesday, October 3, 2007
The Backbone Theory
I've discussed this with a variety of you out there over time, but I'd never tried to put a name to this concept before. I've decided to call it the "Backbone Theory" ... just cuz.
Basically, it's a method for constructing your blog so that it puts the needs of your readers first and foremost, yet gives you the freedom to improvise as much as you like.
Will it fit all bloggers? No. It's not designed for what I tend to call "online columns," which have their places, too ... but those are more for entertainment and opinion than a good news blog. (Although the BEST blogs cover those areas, too, as we shall see.)
If your thinking of starting a blog, go over this list very carefully. If you already have one, think hard about incorporating the suggested structures into your routine.
It can only help.
The five basic principles:
1.) Identify your audience (The answer "everybody!" isn't gonna cut it anymore)
2.) Figure out what those people need
3.) Tailor the blog to those needs
4.) Establish a routine
5.) Structure your improvisations
Taken one by one:
1.) Identify your audience:
Let's say you want to launch a blog about video games. Big subject. Narrow down who you imagine your reader will be: Casual gamers? Weekend console warriors? Hard-core nutjobs? Developers?
What matters most in this equation? You.
If you don't know a dev-kit from a joystick, don't pretend to appeal to developers. If you're familiar with the industry from a business/technical standpoint, targeting developers might be a good idea.
You have to be honest with yourself, and try to reach people who are like you. Make sense?
In our example, let's say we're setting up a blog to appeal to casual gamers. Does that mean you don't cover anything BUT casual games? Not at all, but you have to keep in mind who you're shooting for. Casual gamers don't need to know heavy-duty technical specs on a new graphics card ... but they do probably want to know how that card might affect their favorite games.
2.) Figure out what those people need:
Are you taking a massive subject that would be served best by a daily digest of news stories from all around the Web?
Do your readers need suggestions for new products, new sites to visit or insights into a specific item from the day's news?
Think long and hard about what will make your blog USEFUL. Think long and hard about how your blog will IMPROVE PEOPLE'S LIVES ... even in a trivial way, if that's what it comes down to.
Charming and funny are nice, too, but that's window-dressing. We have to provide utility first and foremost.
And never be afraid to teach. Newspaper folk, in particular, tend to assume massive amounts of institutional knowledge in their readership, and that may be a much more difficult assumption in the days of multi-tasking and media saturation. Explaining the WHY may be the most valuable utility of all.
3.) Tailor the blog to those needs:
This might seem redundant, but it's more an execution of the mindset from No. 2.
Build a routine that covers the basics of your target group. Is a daily news roundup useful? Is it feasible? Is weekly enough?
Again, be honest with yourself.
Figure out a way to economically (in terms of your time and energy) serve those needs as often as feasible.
4.) Establish a routine:
I've said it once, I've said it a thousand times. If you're gonna blog three times a week, make sure you have the new entries up by the same time every one of those days.
If you're gonna blog daily (or more), make sure your CORE PURPOSE, the idea from Nos. 2 and 3, is posted by the same time every day.
In other words, if you're gonna blog Monday, Wednesday and Friday ... make sure you have your stuff up by, say, 9 a.m. each one of those days. Or noon. It doesn't matter when, necessarily, but make that your new deadline and STICK TO IT.
Only going to blog once a week? Make it by noon Monday. Or 9 p.m. Sunday. Again, it only matters that you adhere to a routine, not what that routine is.
This is the Backbone of your blog. The bare minimum. The structure around which everything else will be built.
5.) Structure your improvisations:
Once you've established your routines, it's time to get looser. Best way to do that (and prepare for the irony), is yet more structure.
In my experience, it's been very helpful to organize your approach around "themes" or "categories."
For the sake of an imaginary start-up blog, you could have a daily, 9 a.m. news digest, followed as needed by either "breaking news" sorts of items or — in lieu of those — something from a mental menu of possible topics. I'm just making these up, so they're REALLLLY general, but:
"New on the Web" (providing a new site relevant to folks following your topic)
"Product critique" (pretty much what it sounds like)
"Update" (follow up on a topic introduced in a previous entry)
"Reader comment/reply" (elevate a reader e-mail and/or comment into a full-post status ...)
"Something Completely Off-Topic" (Feel free to be whimsical ... once your blog's purpose is clear and established)
Need a more specific example? Fine.
When I used to blog about video games, my list looked something like this:
> News Items (a headline digest)
> Greatest Games (when stuck, I'd blabber on about a favorite game)
> Off-Topic Musings (self-explanatory ... often "Lost" and such)
> MMORPG (online role-playing lunacy)
> Demo Watch (I'd play a free demo and react to it)
I also evolved developing stories/controversies and long-form games I was playing into their own categories:
> Grand Theft Auto Controversy
> Star Wars: Galaxies
> Ultimate Baseball Online
So, whenever I was stuck, I'd go over that list and nine times out of 10, something would ring a bell.
If the utility is the backbone, this is the meat of your blog, and it's where you can really have more fun, too. Add and subtract categories at your will, too.
It's supposed to be dynamic, and, remember, your blog is more of a long-term project than it is a daily posting.
Basically, it's a method for constructing your blog so that it puts the needs of your readers first and foremost, yet gives you the freedom to improvise as much as you like.
Will it fit all bloggers? No. It's not designed for what I tend to call "online columns," which have their places, too ... but those are more for entertainment and opinion than a good news blog. (Although the BEST blogs cover those areas, too, as we shall see.)
If your thinking of starting a blog, go over this list very carefully. If you already have one, think hard about incorporating the suggested structures into your routine.
It can only help.
The five basic principles:
1.) Identify your audience (The answer "everybody!" isn't gonna cut it anymore)
2.) Figure out what those people need
3.) Tailor the blog to those needs
4.) Establish a routine
5.) Structure your improvisations
Taken one by one:
1.) Identify your audience:
Let's say you want to launch a blog about video games. Big subject. Narrow down who you imagine your reader will be: Casual gamers? Weekend console warriors? Hard-core nutjobs? Developers?
What matters most in this equation? You.
If you don't know a dev-kit from a joystick, don't pretend to appeal to developers. If you're familiar with the industry from a business/technical standpoint, targeting developers might be a good idea.
You have to be honest with yourself, and try to reach people who are like you. Make sense?
In our example, let's say we're setting up a blog to appeal to casual gamers. Does that mean you don't cover anything BUT casual games? Not at all, but you have to keep in mind who you're shooting for. Casual gamers don't need to know heavy-duty technical specs on a new graphics card ... but they do probably want to know how that card might affect their favorite games.
2.) Figure out what those people need:
Are you taking a massive subject that would be served best by a daily digest of news stories from all around the Web?
Do your readers need suggestions for new products, new sites to visit or insights into a specific item from the day's news?
Think long and hard about what will make your blog USEFUL. Think long and hard about how your blog will IMPROVE PEOPLE'S LIVES ... even in a trivial way, if that's what it comes down to.
Charming and funny are nice, too, but that's window-dressing. We have to provide utility first and foremost.
And never be afraid to teach. Newspaper folk, in particular, tend to assume massive amounts of institutional knowledge in their readership, and that may be a much more difficult assumption in the days of multi-tasking and media saturation. Explaining the WHY may be the most valuable utility of all.
3.) Tailor the blog to those needs:
This might seem redundant, but it's more an execution of the mindset from No. 2.
Build a routine that covers the basics of your target group. Is a daily news roundup useful? Is it feasible? Is weekly enough?
Again, be honest with yourself.
Figure out a way to economically (in terms of your time and energy) serve those needs as often as feasible.
4.) Establish a routine:
I've said it once, I've said it a thousand times. If you're gonna blog three times a week, make sure you have the new entries up by the same time every one of those days.
If you're gonna blog daily (or more), make sure your CORE PURPOSE, the idea from Nos. 2 and 3, is posted by the same time every day.
In other words, if you're gonna blog Monday, Wednesday and Friday ... make sure you have your stuff up by, say, 9 a.m. each one of those days. Or noon. It doesn't matter when, necessarily, but make that your new deadline and STICK TO IT.
Only going to blog once a week? Make it by noon Monday. Or 9 p.m. Sunday. Again, it only matters that you adhere to a routine, not what that routine is.
This is the Backbone of your blog. The bare minimum. The structure around which everything else will be built.
5.) Structure your improvisations:
Once you've established your routines, it's time to get looser. Best way to do that (and prepare for the irony), is yet more structure.
In my experience, it's been very helpful to organize your approach around "themes" or "categories."
For the sake of an imaginary start-up blog, you could have a daily, 9 a.m. news digest, followed as needed by either "breaking news" sorts of items or — in lieu of those — something from a mental menu of possible topics. I'm just making these up, so they're REALLLLY general, but:
"New on the Web" (providing a new site relevant to folks following your topic)
"Product critique" (pretty much what it sounds like)
"Update" (follow up on a topic introduced in a previous entry)
"Reader comment/reply" (elevate a reader e-mail and/or comment into a full-post status ...)
"Something Completely Off-Topic" (Feel free to be whimsical ... once your blog's purpose is clear and established)
Need a more specific example? Fine.
When I used to blog about video games, my list looked something like this:
> News Items (a headline digest)
> Greatest Games (when stuck, I'd blabber on about a favorite game)
> Off-Topic Musings (self-explanatory ... often "Lost" and such)
> MMORPG (online role-playing lunacy)
> Demo Watch (I'd play a free demo and react to it)
I also evolved developing stories/controversies and long-form games I was playing into their own categories:
> Grand Theft Auto Controversy
> Star Wars: Galaxies
> Ultimate Baseball Online
So, whenever I was stuck, I'd go over that list and nine times out of 10, something would ring a bell.
If the utility is the backbone, this is the meat of your blog, and it's where you can really have more fun, too. Add and subtract categories at your will, too.
It's supposed to be dynamic, and, remember, your blog is more of a long-term project than it is a daily posting.
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