a single source, nothing corroborates it

Organise the writing around people, not a subject

Starting a blog about a topic no longer works the way it did a decade ago, because the field is crowded and an unknown writer cannot borrow credibility. Aim instead at a group defined by what they are trying to become: designers, developers, IT managers. Write what that group needs rather than the subjects that are easiest for you.

The method

1. 01

   Accept that starting a blog about a topic no longer works the way it did a decade ago, because the field is saturated and unknown writers cannot borrow credibility.

2. 02

   Organise your content around a group of people and what they are trying to become, not around a subject area, because an audience defined by practice will still join you where one defined by interest will not.

3. 03

   Write your content for what the audience needs rather than whichever topics are easiest for you to write about.

What it returned

• 179

  Dan Benjamin and Merlin Mann, both with large audiences, argued on episode 179 of their show that they could not become the next Gruber today and that traffic is far harder to get now.

• Justin's contrast: Gruber wrote about Apple, a topic, whereas you can pick designers, developers, writers or IT managers and serve what they need; he credits Alex Hillman's distinction between communities of interest and communities of practice.

• Adam Clark admitted on the call that he knew he needed to connect with his audience but would rather blog about easy subjects.

Sources

• Is it harder to get noticed?Justin Jackson · justinjackson.ca · Is it harder to get noticed? · undated
• It's not us, it's themJustin Jackson · justinjackson.ca · Me, me, and more of me · undated