Good Blogs and Bad Blogs

A quick blog search or look through a blog directory will turn up good blogs and bad blogs … and a few ZOMG WTFBBQ!!! blogs.  What makes the difference?  Is it the blog templates?  The blog software?  Or is content the king, and the peasantry of presentation irrelevant?  Do some people just not know how to have a blog? 

Multiple factors contribute to the success or failure of a blog.  Each factor can be high or low in a given blog.  The more of them rank at the high end, the more probable and greater the blog’s success; the more of them rank at the low end, the more probable the blog’s failure and perhaps demise.  Essentially, good blogs tend to rank high on many factors; bad blogs tend to rank low on many factors.  Very few blogs rank high on all  factors, because some factors can pull in opposite directions.  It doesn’t necessarily matter whether they are amateur blogs or professional blogs; what matters is how they combine the important factors of success.

Blog Success Factors 

Legibility — The font is plain enough and large enough to read easily; contrast is high.  No blinking, whizzing, blurring, or otherwise distracting effects distort the message.  One or two bold accent colors draw attention to important things such as headings, subheadings, and announcements.  Colors, fonts, and other features render well on most or all equipment.

Clarity — The subject area defines itself at first glance.  Topics and subtopics are obvious and easy to find; titles and subtitles are precise.  The overall layout and organization make short work of finding what you need (or determining it isn’t there).  The terminology makes sense; instructions are coherent and accurate; the author’s credentials are plain and relevant.  The content is straightforward and easy to understand — or if challenging, is meticulously presented.

Focus — The overall theme of the blog is readily apparent, often stated in the title and subtitle of the blog itself.  Each post stays on topic.  Subheadings within a post corral supporting points so that the presentation does not ramble.  Most or all posts relate to the blog’s theme (which may be narrow or quite broad).  Comments and discussions tend to stay fairly well focused also.

Utility — The blog contains unique or uncommon material which is not readily available elsewhere, or presents common material in a way that makes it easier to use.  Content consistently achieves its goal, whether that is practical or aesthetic.  Most or all posts contain something that readers can take away and use.  Material is presented and organized in a way that makes it easy to use.  Information is accurate; instructions are clear and effective; references are reliable.

Stamina — The blog is well established.  It has been running for at least a year, so it has accrued a deep archive of posts on many topics relevant to its theme.  The blogger posts regularly; certain days of the week always bring a new post.  The blogger also posts frequently; at least once a week, perhaps even daily.  This blog and blogger keep going when others fade, come holiday or high weather.

Community — Ultimately, people  make a blog go ’round.  The blogger interacts with the audience promptly, frequently, consistently, and enthusiastically.  The audience responds the same way.  People learn about each other as well as the blog’s theme; they weave their lives together with a steady warp and weft of words.  They ask and answer questions, make friends, discuss controversial issues, get into arguments, apologize, commiserate, and share special occasions.  Over time they develop loyalty and a strong attachment to the blog and each other.  That’s what makes a community, and some of the best online communities spring up because of blogs.

Charm — This subtle quality derives in part from the others, and from additional aesthetic and cultural aspects.  It measures the overall appeal and attraction of the blog.  The blogger is engaging and interesting; the audience is lively and sensible; the content is fun and productive to read; the graphics match the blog’s theme and delight the eye; the software functions elegantly.  The blog does not suffer from frequent problems such as flame wars, service outages, or the blogger’s head up his or her ass.  The overall environment is pleasant and makes people want to return.

Memorability — In a blogosphere full of voices, this one stands out.  The blogger’s style has a characteristic flair and flavor.  The blog’s topic is sufficiently well-defined and uncommon that it does not overlap a lot of other blogs; or if its topic is common, it has a unique twist that nobody else can duplicate.  It’s the kind of blog you want to tell people about so they can see it for themselves.  The blog and the blogger just tend to stick in everyone’s mind.

Tradeoffs and Targeting

As mentioned before, some of these factors can conflict.  Too much emphasis on legibility can make a blog boring visually; this is why many blogs use a fancier font for the title than for body text.  The more tightly focused a theme, the narrower the potential audience; the broader the theme, the wider the audience and the greater potential for community.

Therefore, the best blogs tend to have a core vision which informs and shapes the development of other factors.  A highly specialized blog will have a narrow focus and design features that appeal to its niche audience.  A generalized blog may have a charismatic blogger with a uniquely nifty approach to something that lots of people love. 

As the blog develops, it will also evolve in response to audience needs and the growing skill of the blogger.  The best blogs are not just competitive across multiple factors, they are also dynamic and resilient in the face of challenges.  They continue getting better over time, and the triumphs and tragedies become part of the shared story of the blog.

Many books aim to explain the techniques of blogging.  Blogging For Dummies targets novices interested in producing personal or other amateur blogs. ProBlogger: Secrets for Blogging Your Way to a Six-Figure Income targets more experienced bloggers interested in a professional, money-making blog. Blogging Heroes: Interviews with 30 of the World’s Top Bloggers features experts and how they made their blogs so successful. Clear Blogging: How People Blogging Are Changing the World and How You Can Join Them discusses the impact of blogging on the world and how to get involved with it.