Ten years is a long time. Ten years of blogging? Well, that seemed unfathomable back in 2006, yet, here we are. This week marks my tenth full year of blogging.
Things have changed so much since I began. Back then it was edgy, then it become profitable. Now, it seems passé and marginalized.
In 2006, writing something new and cool excited me. In the 2008-9 range, blogging was majestic, an exhilarating experience that brought attention, notoriety and opportunity. By 2011, it became a grind. Feeding the beast to stay relevant forced me into a daily blogging discipline.
Then after a series of private disappointing events related to my last business book something happened. I stopped giving a damn what other people thought of my blog. Relevancy, topic, edgy, not edgy. It just didn’t matter to me anymore.
Perhaps I realized what a fool I had been.
The Joy of Blogging Returns
I still blogged once a week for a couple of years just to maintain presence, but when this year began I gave myself a gift. The weekly blog, a post I would write so often on Sunday night just to get it published, was an act of drudgery more often than not. There was little business value to it anymore, either.
So I decided to stop, and let myself off the blogging hook. No longer would I write on a schedule for my personal blog. Instead, I write now when the muse strikes me, and time permits. And that seems to be every two to three weeks.
What a relief. Freedom to write when I want to, what I want to.
When I press publish, I smile. The joy of blogging returns.
Forgotten Maybe, But Not Dead Yet
I may be forgotten as a consequence of blogging less, but I’m not dead yet.
Now I still blog elsewhere for other people several times a week. They’re not blogs anymore, not really. I guess because saying what you think is not really marketing. Blogs have to be polished, relevant to target audiences, geared toward the larger customer experienced ecosystem. No, we call them articles now. It’s not the same thing.
Here, when it’s said, it’s meant. It’s a hell of lot less frequent, but there is a genuine authenticity to the blogs that you won’t find on a corporate “brand journal.”
Getting there again was a process. Ten years teaches you if you’re still blogging, it’s because it resolves some sort of creative angst within you. It’s old school. It’s a bonafide antiquated blog, said when it wants to be said.
You’ll probably notice a new simple blog design on the site. The revised geofflivingston.com reflects a greater focus on photography, and less on books and writing as a whole.
This reflects an anticipated larger strategic shift with my own activities online in 2016. Next year will bring a professional change. With it will come a reduced focus on marketing personal consulting services. I will reveal more when I can.
As a result, at some point during the next year I anticipate letting myself off the hook for a weekly post, and will simply blog when I have something to say. I know people like to interpret these things and go off and write posts about bloggers quitting and riding off into the sunset. This is not that. It is not a resignation, nor the end. Instead, it represents a maturation and an evolution.
There are two drivers behind this change.
The aforementioned personal change will likely push any personal blogging to other venues, a corporate site, my Huffington Post blog, and/or my LinkedIn blog. If I am not marketing, building personal influence, or trying to prove my worth as an individual blogger for some other reason, then weekly blogging is a habit.
There are a variety of reasons for that habit, from maintaining a consistent presence to making sure my writing skills don’t get rusty. The truth is I will be writing, again probably elsewhere. So the only reasons to continue are to build personal influence, which frankly doesn’t interest me very much.
Keep in mind, this is not a new game for me. I don’t see much value from getting free Doritos, conference passes, and movie tickets because I am an “influencer.”
When blogging here does become something I do on my own time, it becomes a time eater, a hobby. My top two concerns will be my child and my professional activities. And I have another hobby which actually produces a dollar now and then, one that I find is less time consuming and more enjoyable, at least right now: Photography.
After regular periodic blogging for so long (see below), it is time for geofflivingston.com to become a true personal blog. That means only publishing when I care enough to write something. Writing when I have something to say effectively right sizes personal blogging to where it belongs.
I’ve Been Around Too Long
In April, I will celebrate/mourn 10 years of blogging. I have used blogs to weigh in on industry issues, market my services, help causes, and in the latter few years, add my voice to societal matters.
Blogging was unique when I began. Now it is a crazy evolving mess. That probably reflects content shock, and the corresponding impact information glut is having on the interwebs.
In the end, writers write. While I may be a marketer and a photographer, my core skill remains writing.
My experiences blogging and marketing over the past ten years have taught me one thing: A blog is just a means of publishing, nothing more, nothing less. It is an online Gutenberg press that allows people to comment on and share posted media. It’s always been that way. How marketers use or abuse the form is up to them.
My words will still have a venue if I need it. And if I am still active on social channels — and I will be — then my friends and community will still welcome those words, infrequent or not.
So blog I will. When I want to. I guess that’s what happens when you become a cranky old blogger ;)
Last week marked my nine year blogiversary. Actually, it’s nine years of blogging, but this blog came afterwards. I sold my first one, the Buzz Bin.
So one might ask why am I still blogging and what have I learned? Here are nine mini-insights and rants about blogging and content as a whole to celebrate.
1) Blogging Is Not Everything
When I was caught up in the social media wave, blogging and the online presence it created was everything. It was an incredibly freeing tool that sent me on a wild writer’s journey, one I had always dreamed about. Over the last few years, I’ve come to see that blogging as little more than a tool. Blogs, photos and social media in general are very useful, but they ALL have their place.
When I see content marketers and other communicators prioritize their blogs as most important, I shrug. Maybe it’s everything for them. Maybe their blog communities are the alpha and omega of their business. And that’s OK. Many good things have happened from such gatherings, and I can testify to that based on my own experiences.
My blog certainly works to inform members of my community, but meeting, talking with, and seeing people in real life and via other venues is much more important. I’ve come to realize the relationships are most important, not the medium.
2) Strong Relationships Don’t Scale
Strong relationships don’t scale in a comment box. When I overinvested in digital media and underinvested in personal contacts, I put myself in a vulnerable position. Clients, co-workers and friends — the ones that impact your life in a positive fashion — matter more than any social score or reply. I’d rather talk with them directly. This is what enables me to retain great relationships — strong ties.
I don’t get as many comments as I used to (who does?). When I do it’s usually with people who I have spent some time with, and that’s important to me.
3) If There Wasn’t Public Commenting, We’d Have Less Haters, BUT…
Haters are going to hate. Sometimes people just disagree and that’s OK, too. But there are others who feel they need to be contrarian or think they’re “smart.” They leave their litany of negativity. What would these people do without commenting? Is graffiti still an option?
BUT, you still need comments because it is social media. If a site is publishing without comments, then they are articles, not blogs. Blogging was at the heart of social media before social networks. In my mind, a blog is a two-way street. A publication — whether it’s a traditional masthead or an individual’s enterprise — can reside on a WordPress and not be a blog. Commenting is what makes social media.
Speaking of blogs as content marketing, the latter has been the marketing rage for a few years. Today, many would acknowledge the proliferation of content has just created the new spam. Five entertaining tips (and yes, this list of nine rants pokes fun at the Buzzfeedization of everything) done well are awesome, but the imitators have bludgeoned the customer with me, too efforts. See, here’s the problem: Content is just part of the user experience (UX).
When you sacrifice UX for the sake of personal attention and triggering Google bots, you create a long-term negative-sum game. It’s back to over-marketing. Following someone or a brand via social networks and RSS is a very casual form of permission. We need to consider how frequent average content impacts the customer’s experience interacting with us. Is this really worth talking to folks about?
Mark my words, content is a part of the UX. A great UX is what matters most to a brand, from first touch to every single interaction after a sale. Marketers will be forced to address the UX problem they are creating with content glut.
6) The Blog as a Public Journal (Yeah, Old School)
When I started, blogging was about journaling new technology discoveries, lessons learned, and sharing insights. For a while, a bunch of early adapters chatted together and broke in this fantastic new set of media. Then personal branding, corporate social media, and content marketing changed things. Blogging became a rat race, a demonstrative example of marketing smarts.
Then you have a kid. You run a business. You measure what’s generating leads. And maybe you prioritize.
When you hang up the frequency bite, you realize it’s going to be hard to be heard. You’re not playing the game anymore. Complicate that matter with a restlessness about blogging social media how-tos and trend pieces, and you have a problem. Content marketing is going to be difficult.
So, during the past year, I blog only once a week, and I write whatever I want. Topics can vary, including new media, fiction, photography, and work. When I have a social good topic, I blog about over at the Huffington Post. Most topics are opinion-based, just like they used to be. It’s old school blogging.
You know what? I have enjoyed blogging this past year more than I have since the 2000s. That’s pretty cool.
7) Influencers Aren’t Cool
When I started blogging, bloggers were considered wild and rebellious by corporate America. By the end of the 2000s they were considered cool. Somewhere around this time, corporate America started to see the value of bloggers, at least as potential word of mouth endorsers. Bloggers became “influencers” in the corporate vernacular.
Today, word of mouth influencers are still important, but in the larger sense most people just see uber-bloggers/influencers as big over-privileged pains in the ass. Go figure.
8) I May Go Back to High School
I really hated high school. The exclusionary cliques, the stratification of the popular kids based on vapid criteria, and the shaming of the uncool was all too much. High school was an awful experience, and when graduation came I could not leave for college soon enough.
It’s been 25 years now. People have changed quite a bit, at least based on what I see via Facebook. I find myself very interested in attending this year’s reunion. I am sure there will be some of the old shenanigans, but I also think some people will be quite interesting.
Maybe I’ll feel the same way about social media conferences in the future.
9) Perseverance and Longevity
My new book will be released later this summer. It will be called Perseverance after listening to the editorial feedback I received from the publisher. Perseverance is an interesting word when it comes to blogging.
There were months on end, long periods of time when I wanted to quit. But I didn’t. As a result I achieved longevity. I had periods of notoriety, but overall I meandered. The body of work moved between professional to personal interest, and back and forth again. More than anything, the blogs reflected my own personal journey and perhaps they suffered for that. That’s OK, I’m still standing.
As time has passed, many, many peers have stopped. Some have had periods of fitful stopping and starting. No matter what, whether they like this blog or not, people know this blog will keep publishing in the foreseeable future. I’ve made it this long. I can’t imagine not making the decade point.
Looking online at the top social media news articles, it is amazing how Facebook and Twitter still dominate conversations. Yet, if I could start over from scratch — I would not use Facebook and Twitter for both professional and personal online efforts.
I have been online in social networks for a long time now. These days when I speak on panels I am the old guy, which is a bit weird. There are others who have been around longer than me or who have walked the earth for many more days, but nevertheless history and legacy are a burden.
The past can prevent you from moving forward unless you make a conscientious decision to embrace change. Consider that online media giant AOL still has 2.3 million dial-up subscribers, yet their business is moving towards online video programming. AOL manages to innovate, but where would they be if they hadn’t been bold and moved towards online content as their primary offering with the acquisitions of Engadget, the Huffington Post and TechCrunch years ago?
The same could be said for how you invest time online. Today, because I have shifted much of my content production to photography, I spend more time on Flickr and 500 Pixels than I do Twitter, LinkedIn, Facebook, Pinterest, Instagram or Google+. When I do participate on those sites, more of ten than not it’s either for business or to post a picture.
I look at the interactions with my customer base, and believe in some instances that I am wasting my time. So given my customers, passions and the interaction, where would I start?
Separate the Person from the Business
In the mid 2000s, everyone associated their personalities with their blogs. It was the age of personal brands, and like many others — in spite of my protests about personal branding as a movement — I weaved my personal social media activity and blogging for business together.
As a result, it was harder to scale prior companies, and my own personal adventures and missteps impacted business. Tenacity5 is different (I hope). I have a role as president, and while I am the front man, but it isn’t a personality vehicle. It is a business.
For example, T5 does not promote my personal projects. It is a brand that allows people to provide services, people that are more than me. As the company grows, this will be essential.
I increasingly try to create separation between the business and my interests. It is only on LinkedIn that I allow the two to completely merge, and largely because I see LinkedIn as a business only network.
Facebook Is a Waste of Business Time… Sort of
I’ve blogged before about how Facebook is almost a zero-sum game for pure marketing posts. Analytics continues to reaffirm that when posts are marketing centric they fail. When they are personal, they tend to do well. Though I caught a lot of grief back then for not marketing on Facebook, I am no longer the only one experiencing this.
I feel like this is particularly true of marketing agencies. We are experimenting again with the Tenacity5 Media Facebook page, but I have sincere doubts. Unless your friends are all marketers or you have a serious ad budget, people don’t want to read crap about content marketing on Facebook. What Facebook is good for is my customers seeing photos, but I doubt they are hiring me because I post nice pics.
In my mind Facebook is a place to post my photos, not to talk shop. And my photography hobby benefits greatly from it. Google+ is definitely in the same vein. People love photos and tech talk and not much else up there, at least in my feed.
I would say that Twitter, though not the most liked or popular network, is a primary driver for business traffic, so I would continue to invest in Twitter. I do find the conversations to be lacking personally.
Then I must admit — as much as it irks me a times — that LinkedIn has successfully become the place for B2B conversations. And a marketing agency is a B2B play. So from a business perspective, I see LinkedIn as important. So much so that we need to find ways to better engage there in the future.
I don’t think much of Instagram or Pinterest right now. The results have been fun at times, but I fail to see the value. I am keeping an open mind, though.
Today, I wouldn’t waste my time blogging as a primary business activity. In fact, for the most part I have slowed down significantly. I still post once a week here, mostly because I believe that a blog still has a role in my online life, even if it is for the fewer. But the topics are stream of conscious now. There is no editorial mission outside of what I think, and no real business goal outside of supporting personal projects.
Because you cannot succeed as a marketing blogger without these two necessary components: High quality posts that are clearly focused and a frequency of at least once if not twice a day. Without consistency, precision and excellence, the marketing blogger game is a loser. There are too many branded blogs and too many consultancies publishing for it to be as effective as it used to be. I do not have the wherewithal to commit the necessary resources to blog as a primary outreach mechanism today.
So, while it was a big deal back in the day, without the ability to commit the necessary resources, blogging is not a primary mechanism.
In the future, if Tenacity5 grows beyond 20 or 30 people I will recommit to daily content for the sector. Until then, there are other actions that yield more awareness, personal content (e.g. photos and books) that fares better than blogs, and marketing activities that are more profitable for the time investment.
It’s the tension of new business development versus client work versus blogging. Then there is the creative tension of wanting to finish writing The War to Persevere (3/4 of the way there), shoot more photos, and develop better, more visual blog stories.
Oh yeah, I have a finite amount of time to invest because I insist on being a present father first.
So I’m going to blog less.
But what would you say if I told you that my photo blog on Flickr gets as much traffic in a week as my regular blog does in a whole month?
Perhaps you and others who follow me online are telling me something.
After talking with a few peers who have been around for several years and who enjoy good reputations, I made the decision to ease up on the blogging throttle. I am giving myself permission to blog less.
What does that mean?
Usually, you will still find a couple of posts here a week. But you won’t get three posts at 7 a.m. on Monday, Wednesday and Friday. Only one of them will be guaranteed at a certain time, which is the Monday post. There may be a week here and there where that Monday post is the only one on this site.
I understand the consequence of this decision. I know that frequency drives readership and search indexing.
If the blog was driving new business like it was five years ago, I would not make the move. But, I find leads are coming through my networks these days. Credibility within my circles has been established.
Moving forward, online credibility will come from major initiatives like xPotomac, novels, books, photos, events and certain social networks. The written blog is a part of the recipe, it’s just not the primary ingredient anymore.
There is one exception, and that would be if I were to start blogging about social media marketing again three or four times a week. However, that’s just something I cannot make myself do. I’ve tried before, and the topic drives me crazy after a few months. Frankly, I struggle writing one or two social media posts a week on the Vocus blog and here. Nor do I think that would be a smart business decision for Tenacity5 Media, and how I envision media evolving.
I could make this a content publication filled with guest posts and different voices. However, that would require ending discussions on many topics, including science fiction and personal thoughts. I don’t want to do that. It may be done in the future somewhere else, but not on geofflivingston.com.
There is still a need to talk, share great ideas, and remain present. When I’ve got something to say, I am going to say it. But I don’t want to blog because I have to or at the expense of other works, a new business opportunity, or client work quality. At a minimum, it should be enjoyable.
We are in the midst of that rare holiday season when Christmas and New Years both land on a Wednesday. People are enjoying vacations throughout the two weeks, forcing many non-retail businesses into a no fly zone. Little can be done until the new year begins and folks return to work.
Like most entrepreneurs, my business will be coasting through these weeks with one exception. I’ll be giving Exodus away for free on the Kindle from December 24 through the 28th.
If you haven’t picked up Exodus yet, this is your last chance to do so for free. If you bought Exodus on Kindle prior to this giveaway, you can get your money refunded, too! I hope you enjoy the book!
Downtime is Hobby Time
During the slow period, I will attend to year-end accounting, xPotomac and basic business needs, but there’s plenty of down time. So I will work on some novel promotion, and continue drafting the next novel in The Fundamentalists, The War to Persevere.
It’s funny, writing novels is definitely a hobby. They don’t pay the bills, and they certainly aren’t related to my marketing consultancy. I find myself treating my novels as a noncritical task.
Yet, they are creative fuel. I thoroughly enjoy working on them, so this is a bit of a treat to have time to work on the next one. A bit of a present, if you would.
Perhaps this is a time to count stars instead of making dollars.