by Skellie
Photo by Computer Science Geek.
To finish the trio of posts on the importance of value (for now) I want to put forward the argument that you can value-add every type of content you produce, from news to links.
Earlier in the post series I explained why I believe value rules the attention economy and secondly, how to harness value to grow your blog or website.
I have no doubt that throughout the series some of you were saying: “That’s all well and good, but what about content that is deliberately intended to be short and pithy, rather than value-packed?”
In answer, I want to suggest that even short and pithy content, news, or content pointing elsewhere, can be value-added. Here’s how.
Is your news worth it?
One lesson I’ve learned over the years is that you can’t break news that’s already broken. When a big story breaks in a particular niche a whole slew of bloggers feel compelled to report on it.
If you’re doing nothing but reporting a story that’s already broken, the choice becomes this: paraphrase or plagiarize.
Most won’t go for the latter, so you end up with dozens of paraphrased reports, usually ending in [via Engadget] — or another hyper-prolific top blog.
In fact, I suspect this is one reason why news blogs dominate the upper echelons of the Technorati Top 100. Blog posts that look like this:
What Engadget said (paraphrased).
[via Engadget]
If you’re covering a niche and you want to include news in that coverage, you don’t have much choice other than to repeat the above. A single blogger or webmaster can’t compete with an extensive network of industry insiders and a full-time staff of writers.
The choice seems to be this: ignore the news, or create paraphrased content. To avoid neglecting our duties, we usually pick the latter.
There are a few severe problems with this approach I’d like to warn you of:
- If you got the story ‘via’ a popular blog in your niche, you can bet most of your readers are already subscribed to it, and have already seen the story.
- People respect the original source of news. They’ll link to your ‘via’, rather than linking to you.
- Social media users respect the original source of news. They’ll vote up your ‘via’, rather than linking to you.
Unless you break news, this kind of content is useless to you. It will cripple your growth. I can speak from experience on this, as it’s a mistake I’ve made in the past. Your blog or website will start to serve as little more than an advertisement for the more popular blogs you get your content from.
I think some of you reading this will be seeing your own situation in the above description. It won’t be easy to acknowledge. The good news I want to share is that it’s a situation you can rectify without abandoning your news coverage.
Adding value to the little stuff
Those of you who aren’t reporting news are probably doing something similar (some of the time) by creating content which points to other content. For example:
What Lifehacker said (paraphrased).
[via Lifehacker]
You can see how that sort of content is just another incarnation of the above problem.
So, how to solve that problem? You need to add value that can’t be found at the original source. Here are some suggestions for how you can start doing that.
Analyze why the news/link is important
I can convert Wikipedia articles to audio. So what? You can add value to your content by answering the inevitable “So what?” question. Why does it matter? What does it mean? What will it allow you to do? You’ll notice this is the most common value-adding method of big blogs like Lifehacker and Engadget.
Predict what its future consequences will be
The ability to convert a website’s articles to audio might not be that astounding or useful, but what if the technology could some day allow you to get your feeds via PodCast?
That’s not a great example, but I hope you can see where I’m going with this. By using your expertise to outline future developments relating to your news/link, you might just create a story more noteworthy than the original.
Explain how it could affect readers
The primary worth of a link or news story as measured by your readers will be: how does it affect me or the things I care about? If you take the time to explain how the content could influence or impact on your readers, you’ll be value-adding straight away.
Explain how it will affect you
If readers like you they’ll be interested to hear how certain things affect what you do. Darren Rowse, for example, seems to get an enthusiastic response whenever he talks about how he expects new make money blogging developments to impact on his earnings.
Occasionally this kind of coverage can be a bigger story than the development itself. People are interested in the ends rather than the means. Your own experiences can create the real story.
Place the news in its wider context
Sometimes any news development or article can be overshadowed by how it sits in the greater context of things. One recent example of this was the firing of a games journalist from video gaming website Gamespot.
The firing in itself was news, but the story became much bigger when it was placed in its wider context: the journalist had written a negative review of a game that was being advertised on Gamespot, which seemed to be the only logical explanation as to why he was fired (and has since been proven to be the cause). All it took was someone clever enough to put two and two together.
Draw together different points of discussion
When news breaks or a groundbreaking article is posted, the blogosphere reacts. Reactions and commentary are linked together by incoming links to the source article.
All it takes is a Technorati search for that URL and you have the collected conversation in one place. By collecting and presenting the best excerpts and analysis you’ll be creating a linkable resource for anyone interested in the discussion.
Take a different angle
You can add an original twist to reports on any kind of content by approaching it from a different angle.
- Other sources might be talking about what the development means for one group of people, but what might it mean from another perspective?
- An article might share advice meant for one type of people, but can you explain how it applies to another group just as much?
- Is there an untold element to the story?
- Is something being neglected in the coverage?
Of course, this is not an exhaustive list (nor does it intend to be). There are many ways to innovate in how you add value to your content.
Add value to everything
The aim of this post is to show that if you consider certain types of content impossible to value-add, you’re short-changing yourself. Your content’s length doesn’t matter, not does its focus (even if it revolves around a news story or article somewhere else).
The key is to provide something you can’t get anywhere else in every article you write — whether it’s a links post, a news report or a quick note recommending something you read elsewhere.
Injecting each article you write with your unique perspective will help make everything you write worth talking about.
If you’re interested in expanding on the ideas in this post, I’ve touched on them before in the following two articles at Skelliewag.org:
“Your readers can’t build a relationship with information. They can build a relationship with you. In this post, I want to discuss how we can de-sanitize our web writing and leave a big, colorful, human smudge on our words.”
“By signing content with your own signature — your thought process, your experiences, your stories — you’re ensuring readers can only come to you and you alone for the content you provide.”
Skelliewag features daily discussions on content creation, great ideas you can use, and design tips. Join the community by subscribing!
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28 Comments, Comment or Ping
Elliott Cross
Another great post Skellie!
I hadn’t thought of the “So What?” theory before and it seems like a great idea to implement.
I think that taking a topic and drawing in several resources, or researching the topic, can make it more personal and more informed for the reader.
I completely agree that just paraphrasing or copying what someone else is saying and then putting a link on it to their site is poor blogging. It just isn’t valuable. The only exception that I see is if the other site is a newer site, or not an “A-list” site that isn’t widely known.
I have found some gems of information and material on lesser known sites, and that information has at times proven to be more valuable to me.
Dec 19th, 2007
Sonia Simone
I know I’ve found a good story to blog about when I’m talking to myself about it in the shower. Having that point of view–turning the other post and putting it in a new light to get into the themes, obsessions, etc. of your own blog–is critical.
It’s also what makes the blogging world a conversation and not just a technological improvement on the library card catalog.
Dec 19th, 2007
Michigan Health
Great article! I agree with Elliott, the “so what” idea is a must try.
Dec 19th, 2007
skellie
@ Elliott: I agree. I think the tricky thing about paraphrasing news is that sometimes it seems as if there’s no other choice — particularly when a bigger blog in your niche seems to catch everything before you have a chance to. I really sympathize with bloggers who try to do that, but I think it’s a losing battle unless you value-add.
@ Sonia: I also find the shower quite inspiring ;).
@ Michigan: I’m glad that point resonated with you :).
Dec 19th, 2007
Evan Hadkins
My question to myself is: why has this grabbed me (why am I excited about it)?
Dec 19th, 2007
Samuel Ryan
Thanks for a well thought out article — I often consider how in the world I can compete with the actual news breakers — usually opting for a “link roundup” sort of cop-out.
Your six sub-points under “Adding value to the little stuff” are going straight to the whiteboard for immediate use…
Dec 19th, 2007
Bente Lilja Bye
I’ve noticed that the personal angle of news sometimes is a lot more interesting than the facts presented.
Those sites who simply gather news from other sites tend to collect the same way I do it with my own bookmarks or google reader. Adding value will get you more readers, even if it’s only little things.
Good description of the topic, Skellie!
Dec 19th, 2007
James Chartrand - JCM Enterprises
Yes. That’s all I can say. I posted a similar lesson recently about linkfest blog posts and just create waste in cyberspace and bloggers who read what the Big Boys just posted, then they all go out and create a flurry of posts on the same damned subject.
I stressed the same solution as you did - add something of value. Make it worth it to read.
Might I ask why you don’t have a “subscribe to comments” option on your blog, by the way? I realized this morning that I’d left a comment on another post, and completely forgot to stay in the discussion. Now I don’t even remember where I’d commented. It’d be great to stay on top of comments and participate more in discussions, but…
Actually, I posted today about why bloggers should have “subscribe to comments” on their blogs
Dec 19th, 2007
plonkee
I don’t normally do news links - personal finance news is always so boring - but occasionally do comment on the news, but I think this idea can be extended really well to link-fest posts.
When I do link roundup posts, I try and include a little comment as to why this particular post has caught my eye, and I think that can be expanded to really add some value to the link and make people want to read what I have to say, as well as the actual article in question. Perhaps with themed link round-ups juxtaposing opposing arguments and a summary by me, or,…
I’m sure other people can think of more ideas.
Dec 19th, 2007
Keira Peney
I tend to avoid news entirely. I know I can’t keep up with the big boys, so I’d rather focus on editorials and comment. Sometimes much in the fashion described here
Dec 19th, 2007
Mrs. Micah
Will my readers then have to pay a Value-Added Tax? (sorry, too much store browsing).
In personal finance, there are a few big main principles and I think the rest is just about fulfilling them. So adding value definitely comes in handy. A big part is telling our own stories, I think.
Dec 19th, 2007
jsanderz
Skellie,
I try to stay away from technology news as I agree with you, in that the same thing has been written time and time again. However there are times when something interests me that is in the news and I want to write about it.
I really like your ideas, certainly something to think about.
Regards.
Dec 20th, 2007
Ricardo Bueno
When you’re writing about a news topic…something that’s being covered on various other online media forums (from blogs to online media and other press releases) it’s easy to get caught up in regurgitating the same information which makes for a boring post. Because unless you’re the go-to blog, it’s been said before!
So I like your recommendations…they’re a call to action to make our reading stand out above this vast network that’s so saturated with content. I’m trying more and more to relate via personal experiences and write about things while explaining the significance to the reader. Sometimes it’s a work in progress so reading a reminder such as this is a great help. Because as I said, it’s easy to get caught up regurgitated what’s already been said.
Dec 20th, 2007
Anthony Lawrence
As usual, on the money. There is absolutely no point in regurgitating someone else’s posts unless you have something of value to add: explore what they didn’t, make fun of it, relate it to something else, whatever - you have to add original content.
Sometimes I just want to reach through cyberspace and pat you on the back and say “Good job, Skellie, *good* job!”
Dec 20th, 2007
JenWriter
I like making videos of articles and news that others may have covered already. I have not done this much, but it’s something I’m getting into more. I’ve gotten some positive response from these videos so far. One got picked as a featured on a pretty popular video sharing site, and it drove a lot of traffic to me.
Dec 20th, 2007
skellie
Thanks for your comments, everyone. Some really cool ideas have been raised :).
Dec 20th, 2007
joseph hollak
@ Skellie: The “so what” factor is a classic rule of thumb for journalists -and- it’s a great way for the journo / blogger to move from the paraphasing that adds no value to the think globally and report locally mindset.
Here’s what I mean by my two above points:
If you read a head(line) in the paper or a blog that reads “School board passed legislation” you will lose so many people you might not have even written the piece in the first place. Why?
Because after you read the head, you instantly ask yourself (or worse tell yourself) “so what” and you keep your eyes moving on to the next story or blog to land on.
If the journo or blogger would focus on the “so what” factor, the the story or post moves from “School board passed legislation” to “School lunches triple in price” or “Some 3rd graders no longer eating.” You get my point, the “so what” keeps the reader.
Lastly, this technique allows for a blogger to take a story that has already hit the net / wire / paper and take it to the next step of bringing the story home to a local level.
Here’s an example of “think globally but write / act locally”:
We know the news, but how will it effect you (my niche target blogging neighborhood)? Well, I’ll explain it here for you like no other blogger has because I know (my niche target blogging neighborhood).
So what = added value.
Good stuff Skellie.
Dec 20th, 2007
rhonda jean
Great post which has definately got me thinking. Thanks for sharing your brain.
Dec 20th, 2007
BW
Just wanted to say that you have some great stuff on here and over at problogger (your guest posts).
One question. You include some awesome photos in your posts - I see that you provide a link to the owner of the photo (usually on flickr) - but do you also get permission from the owner before posting?
Thanks again
Dec 21st, 2007
skellie
@ BW: Scroll to the top of the site and look to the bar of images on the right — the ‘Finding and Using Incredible Flickr Images’ link takes you to a guide I wrote to answer your question :).
@ Joseph: I like your style :).
@ Rhonda: Thanks!
Dec 21st, 2007
BW
Thanks
I missed that link in the top of your page - thanks for sharing that info on Flickr use - invaluable
Dec 21st, 2007
JenWriter
Since BW brought up the Flickr photos, I want to say a big thanks to Skellie for that article. I’ve been trying this out now on a few posts, and I’m getting great feedback.
Dec 21st, 2007
vineet nair
Hi skellie,
nice post.
so what is a gr8 way to add content (value added content) to your blog. I personally do not post on news, but it would be interesting to look at a news and think from my niche area perspective how I can write the impact of the news on it..
vineet nair
http://vineetnair.com
Dec 21st, 2007
Steve Nguyen - BeyondBehaviors.Com
Skellie: Thanks for the great post! You described exactly what I used to do, i.e. attempt to “break news” that was already “broken.” Your tips about adding your own perspective and offering readers the “why it’s important”, the future consequences, and how it affects you (the blogger) and them (the blog readers) are FANTASTIC! Thanks again.
Dec 21st, 2007
Sean Hodge
I like what Sonia said about your post, “It’s also what makes the blogging world a conversation and not just a technological improvement on the library card catalog.”
I have the over 100 list of blog post ideas to fall back on, but I’ve found that responding to other blog posts to be a great way to come up with good content. First its participating in the blogging conversation and secondly you can do what you where saying and personalize the content. Find different connections or widen the scope of a small solution. That’s what I did on my most recent scope.
A Graphic Comic Book artist had an idea of opening up two files to see two views in Illustrator of a document at the same time. I took that idea and expanded on different ways to accomplish that and many concepts surrounding it. So I wedened the scope. I put it in context and improved on the original idea. Hopefully, someone will take what I’ve done even further.
Its a great part of the web how ideas can grow on top of ideas.
Thanks.
Dec 21st, 2007
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