Lessons From Blogging Less
April 18, 2012 
Author 
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For nearly 5 years now, I’ve written for The Future Buzz at a frequency of about 2-3 posts a week (and been publishing online for more than 8 years). I blog for the same reasons as one of my favorite authors Mitch Joel: my love of writing and my love of sharing.
In 2012 so far, I’ve blogged less. I actually have a few reasons for that: one is moving from the agency to the client side. Another is I’ve been working on my next album of music. I do intend to get back to my previous pace shortly.
But thinking about it today there have been some unintended positive lessons from blogging less. After all, when you’ve been doing something so consistently for so long, taking a break is a good thing and offers perspective.
Anyway, on to some lessons:
1. Your audience is not going to leave you
Some fear that if you take a break from writing your audience will vaporize into thin air. This isn’t the case, however: that’s one of the benefits of a timeshifted platform like a blog. Readers subscribe because they want updates when they happen, but won’t leave simply because you update less.
2. External publishing = key to owning the stream
I’ve been updating Google+ and Twitter more often than writing here the past few weeks. I really enjoy using both platforms: they’re fast-paced, have smart communities and are a lot of fun. However, what’s interesting is even in a stream-powered world, having an asset to share (like a blog post) will resonate far more than updates within any single platform. That’s because self-hosted content is platform agnostic and can more easily be spread across the web. The lesson? Nurture communities in the stream, but when you have something important to say write it on an external publishing platform and ensure it is then shared via real-time.
3. Taking a break provides perspective
After writing less, I’ve had some time to process what I’ve been saying and how I’ve been saying it which provides some much-needed perspective. I think this is important for all content creators in order to advance their craft.
4. So many people argue semantics – but no one really cares
I’ve watched people continue the whole “blogging is dead” debate. And no one actually cares except for the people writing the stories. Blogging (which is really just web publishing) is not going anywhere. It is just content, and even if some people only have the patience for snack-sized bits that doesn’t mean others aren’t interested in more in depth ideas.
5. Blog posts have become (more) important
If anything, I think we’ve started to place more importance on blog content precisely because it isn’t as fast as stream-based platforms. Everyone knows it takes more time to craft something outside the stream and because we know the work required we tend to place more value on it. Speed isn’t necessarily better when creating something that’s sharable (even if in some cases it can be for breaking news, etc.).
Hopefully sharing these thoughts with you was useful. We’ll get back to more regularly scheduled posts very soon.
image credit: Shutterstock
Davina K. Brewer replied | Apr 18, 2012 (6 comments)
This encapsulates my ‘less really is more’ approach to blogging Adam. Last year, I ramped ‘up’ to 2 posts a week – and at times I think my writing suffered. Not that I shared bad posts, but I felt the ‘pressure’ to have something fill that Thursday morning time slot. Sometimes the results were a hit, others.. not so much.
Writing less (which gives times to read more) does change perspective. And good point on nurturing the stream; each has its place. One thing I’ve done – should do more of – I use G+ for the ‘too short for a post, but too long for Twitter’ thoughts and shares. It’s a good way to maintain presence, share ideas, stay active in the community – without repeating the same old stuff everywhere. FWIW.
Tony Faustino replied | Apr 18, 2012 (25 comments)
Bravo Adam! I love this discussion.
Just because you’re publishing articles with lower frequency doesn’t mean the impact or value of the content diminishes. In my case, I know it sharpens my focus to “making this post count.”
Related to this discussion, does it mean that a blog post / article is of less value because it receives few, less, or zero comments? I would argue that all the platforms for sharing, tweeting, G+’ing, pinning, and liking are substituting for blog commenting.
I had this discussion with Valeria Maltoni when she was in Kansas City to speak. And, we both came to the same conclusion that even the “traditional guidelines” for what constitutes blogging engagement have changed.
Less doesn’t automatically mean less. It may mean something else. We just have to keep looking.
Thanks again for the great post. And, glad to hear the time pressures may be easing a little since you made the move to the Google Analytics Team.
heyam replied | Apr 24, 2012 (1 comment)
Bravo Tony, wonderful reply and good viewpoint
Hilary St Jonn replied | Apr 18, 2012 (1 comment)
Great post! I am constantly worried I have to keep up my blog, but you are right. It is probably much better to just blog less and do meaningful posts than to blog a lot but have these posts that doesn’t give real value to my readers.
Nick Stamoulis replied | Apr 20, 2012 (30 comments)
Sometimes it’s OK to blog less, as long as you are still blogging! Leaving a blog idle for months at a time can hurt. You never know when someone may first land on your blog and if the last post is about something that’s now irrelevant, there’s little reason to return.
Sonia replied | Apr 23, 2012 (1 comment)
Taking a break never hurt anyone, but never coming back does. It boils down to the level of communication you have with your blog, it’s readers and the relationships you have built with them. People get that you need a break and a simple announcement will do.
One blogger I know took a week off and scheduled guest posts to run for the week. She entrusted and knew the other bloggers would reply to comments to maintain the conversation there. It was like she was still there.
Catherine Lockey replied | Apr 25, 2012 (63 comments)
So nice to hear this perspective Adam. Excellent work takes lots of time. No point in watering down what has always been great just to say you published.
Lisa replied | Apr 28, 2012 (1 comment)
I think it’s important to blog when there is something to blog about that your readers will enjoy or learn from. If that can’t happen everyday, that’s okay. Just as long as you don’t disappear for a long length of time. I had guest bloggers during my vacation – Sonia may be talking about me – (that’s okay Sonia – it’s all good :) And I did trust the bloggers to guest post for me. There were great guest bloggers like Sonia herself.
If one never takes time off you could run the risk of getting burnt out.
Raaj Trambadia replied | Apr 28, 2012 (1 comment)
It takes time to be a successful blogger like you :) But I’m sure I’ll be one day!
PS Great article! Cheers :D
Taylor replied | May 1, 2012 (2 comments)
I found your comment on more importance being placed on blog posts now because because it isn’t as fast as stream-based platforms interesting. Usually when I think of blog, I think Internet and then I think fast. But you’re right. Now with social media sites like Twitter and Facebook, people are updated every second it seems. And then updates are short, what with Twitter being 140 characters? Blogs do take more time to write and take more effort and thought in my opinion and should carry more important, greater impact. And I do not think blogs are going anywhere just transforming like everything else because of technology.
All Points Public Relations replied | May 2, 2012 (7 comments)
You’re right, but that’s in this sector. Not everybody likes their favorite blogger to take breaks. Just my two cents.
Collin replied | May 3, 2012 (1 comment)
This is true! I’ve moved my blogging pace twice a week to twice a month, and once even taken a full year off, but my subscriber count never goes down.
Susan Silver replied | May 8, 2012 (1 comment)
You make some great points here that resonate with me. I have to cut back on posting on my blog to pursue other projects. I have been afraid, but I realized posting less frequently and building my business is the better trade off. I can still support my network and deliver great content to them via my social media streams. It is time to put some others in the forefront and work on making my new projects as awesome as possible.