Dark secrets blogging superstars of the

very important things I won’t mention:

•  breaking news •  social media promotion •  live events •  partnerships & guest-blogging •  technology

ackage, repackage, repeat. Flickr photo courtesy of user scmgee.

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lifehacker.com I. Package, repackage, repeat

lifehacker.com I. Package, repackage, repeat

lifehacker.com I. Package, repackage, repeat

lifehacker.com I. Package, repackage, repeat

lifehacker.com I. Package, repackage, repeat

packaging promotes volume

packaging reinforces

packaging extends reach

andrewsullivan.theatlantic.com I. Package, repackage, repeat.

mashable.com I. Package, repackage, repeat.

mashable.com I. Package, repackage, repeat.

mashable.com I. Package, repackage, repeat.

Umbering is narrative. Flickr photo courtesy of user svenwerk.

N

popurls.com II. Numbering is narrative.

popurls.com II. Numbering is narrative.

soulofthecommunity.org II. Numbering is narrative.

lists promise comprehensiveness

lists promise limits

lists promise hierarchy

lists promise authority

themoneymeltdown.com II. Numbering is narrative.

examples of guides from different sites II. Numbering is narrative.

Eadlines are hooks. Flickr photo courtesy of user minifig.

H

“ Imagine you're writing a headline for a magazine

(one with tight deadlines)

rather than a newspaper.

source: Gawker founder/CEO Nick Denton

“

wired.com vs. gawker.com III. Headlines are hooks.

Vs.

focus on implications, not events

Vs.

Vs.

nytimes.com vs. google news vs. gawker.com III. Headlines are hooks

12 most profit-producing words III. Headlines are hooks

1.  Discover 2.  Easy 3.  Guarantee 4.  Health 5.  Love 6.  Money 7.  New 8.  Proven 9.  Results 10.  Safety 11.  Save 12.  You

12 most arresting headline words III. Headlines are hooks

1.  Top 2.  Why 3.  How 4.  Will 5.  Guide 6.  Best 7.  Secret 8.  Ultimate 9.  Your 10.  Worst 11.  New 12.  Future

Earn the art of the quest. Flickr photo courtesy of user h.koppdelaney.

L

newyorker.com IV. Learn the art of the quest.

thislife.org IV. Learn the art of the quest.

talkingpointsmemo.com IV. Learn the art of the quest.

voices.washingtonpost.com/ezra-klein IV. Learn the art of the quest.

voices.washingtonpost.com/ezra-klein IV. Learn the art of the quest.

wn the system, own the story.

“Death & Taxes” courtesy of DeviantArt.com.

O

great beat reporters have a system

great bloggers reveal their system

voices.washingtonpost.com/ezra-klein V. Own the system, own the story.

voices.washingtonpost.com/ezra-klein V. Own the system, own the story.

voices.washingtonpost.com/ezra-klein V. Own the system, own the story.

voices.washingtonpost.com/ezra-klein V. Own the system, own the story.

readwriteweb.com V. Own the system, own the story.

Xplain, explain, explain. Flickr photo courtesy of user Pip R. Lagenta.

E

“ “

When remotely possible, turn news into explanation.

source: Gawker founder/CEO Nick Denton

gizmodo.com VI. Explain, explain, explain.

io9.com VI. Explain, explain, explain.

voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.

voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.

nymag.com/vulture VI. Explain, explain, explain.

businessinsider.com VI. Explain, explain, explain.

Omments are content. Flickr photo courtesy of user nolifebeforecoffee.

C

ta-nehisicoates.theatlantic.com VII. Comments are content.

ta-nehisicoates.theatlantic.com VII. Comments are content.

content gets assigned

content gets curated

content gets edited

content gets promoted

ta-nehisicoates.theatlantic.com VII. Comments are content.

metafilter.com VII. Comments are content.

Flickr photo courtesy of user movimente.

Llustrate everything. I

A transportation blog?! Really?

*actual transportation blog headlines VIII. Illustrate everything.

blogs.startribune.com/roadguy VIII. Illustrate everything.

blogs.startribune.com/roadguy VIII. Illustrate everything.

“The word that came to mind was ‘brazen.’”

images courtesy of roadguy VIII. Illustrate everything.

wired.com VIII. Illustrate everything.

potential image sources VIII. Illustrate everything.

1.  Photowalks 2.  Station image licenses 3.  Handout photography 4.  Creative Commons (Flickr) 5.  Crowd-contributed 6.  iStockPhoto, WebShots, etc. 7.  Wikipedia

On’t fear digression. Flickr photo courtesy of user simonsterg.

D

andrewsullivan.theatlantic.com IX. Don’t fear digression.

voices.washingtonpost.com/ezra-klein IX. Don’t fear digression.

consumerist.com IX. Don’t fear digression.

digression adds character

digression adds catharsis

E a bit predictable. Flickr photo courtesy of user ahockley.

B

andrewsullivan.theatlantic.com X. Be a bit predictable.

nytimes.com X. Be a bit predictable.

thekitchn.com X. Be a bit predictable.

lifehacker.com X. Be a bit predictable.

Evour the Web. Flickr photos courtesy of user M i x y.

D