Today it’s time for an opportunity for you to do something practical to actually build community on your blog – to create a discussion post as part of this weeks ‘Group Writing Project’.
What is a Group Writing Project?
These projects are quite simple – I name a type of blog post to write and ProBlogger readers all go and write a post on their blogs that fits into that theme and then come back here to let us know about the post.
The aim is to give you the chance to practice writing a different type of blog post but also for readers of ProBlogger to discover one another and to drive some traffic to your blog!
I’ll outline how to participate below.
What is a ‘Discussion Post’
This weeks series of posts has been about building community and deepening reader engagement on blogs. One of the techniques I described was something I do at Digital Photography School where on a semi-regular basis I write a post that is simply a question for readers to discuss.
The post doesn’t teach anything, express any opinion and is usually pretty short – it simply asks a question and allows readers to have their say.
Feel free to take that approach or to take the challenge in another direction.
For example you might like to
start a debate
run a poll
give readers a chance to write a tip
take a reader question and post it for the community to answer
Really anything that is primarily aimed at getting readers discussing and commenting upon the post.
What if I don’t Have Any Readers to Discuss
The challenge with writing a ‘discussion post’ is that you may not feel you have enough readers to get discussion.
Please don’t let this stop you – hopefully by participating we’ll be able to send you a little traffic but if you’re lacking readers here’s a couple of tips:
As a friend to comment – this was something I used to do in my early years. I didn’t do it with every post but certainly when a post was about getting a discussion going I would often email a friend (especially blogging friends) to ask (or beg) for a comment. Of course I’d repay the favour when they asked too.
Kick off the discussion yourself – in the old days of my first blog I would write a question in the post and be the first commenters to kick things off. Feels a bit odd but it does sometimes work to get the discussion going
Sometimes just finding the first person to leave a comment is all it takes to get a discussion going.
Here’s How To Participate
Here’s how to participate and put yourself in the running for a prize (please note – one entry per person – not per blog and please only submit NEW posts).
1. Post a ‘Discussion’ Post
Be as creative as you’d like – take it in any direction you want – it can be on any topic (keep it clean and ‘family friendly please), it can be serious, funny – what ever you like
Give your post a good title. Once all the posts are listed it’ll only be your title that sets it apart from others. It doesn’t have to have the words ‘discuss’ in the title – but if can if you wish.
Feel free to write your post in your own first language – I’ve previously included a number of non-english posts and am excited by the prospect of making this a multi-lingual project.
Please consider putting a link back to this post here on ProBlogger on your post so that your readers know you’re participating. You don’t have to do this – but it’d be appreciated to help grow the project.
2. Let us Know about your Post
Once you’ve posted your ‘Discussion Post’ let us know about it by leaving a comment below. Please make sure you include your name, your post title and the URL to your How to post.
Comments must be received by midnight on Friday 12th April to be included in the prize draw (it will runs little longer this time as I’ll be travelling).
3. Surf Surf Surf
This is where the project has potential to get pretty cool. Surf the submissions received in the comments below. Leave comments, make connections with other ProBlogger readers and enjoy reading what others have to say. By surfing each others links you’ll hopefully find some cool new blogs but also make some new connections (which may well lead to people visiting your blog too!
4. Link, Tweet, Share
There is no formal ‘judging’ of the ‘discussion posts’ received as this is not a competition. Instead – I encourage you to surf through the links left in the comments below and not only comment but share those with your own network that you like the most. Link to them on your blog (you might even like to write a ‘top 5′ post), Tweet out some links to the ones you like or share them on Facebook, Pinterest, LinkedIn etc. Share a little love and you might find it comes back at you!
Probably the best part of the last group project was the amount of inter-linking I see happening between participating bloggers as a result of their posts. It’s obvious that people found new blogs through it and that the benefits of participating was way beyond getting a link here on ProBlogger me but flowed on to a lot of new connections and links between other bloggers.
5. Prizes
After 12th April I’ll randomly draw a winner and announce them on the blog. The winner will get a copy of each eBook in the ProBlogger Library of eBooks.
Today Jade Craven continues this series by looking at what others around the web have written on the topic of building community on blogs.
There is a lot of conversation around the topic of building a community around your blog. It is a fantastic technique, but it is actually an extremely complex issue. The 'rules' differ for each community. A business blog doesn't have the same goals as a personal blogger.
In this post, I curate my favourite resources on building a engaged and loyal blog community.
Think about what is important to you.
There are several things you will need to consider before deciding on what strategies to use.
In an earlier post about building community. Darren recommended that you make a reader famous. Here are some examples I have seen within my own community.
Gavin Aung Than regularly interacts with his a community – most notably through his 'readers of the month' feature. As a result, he has a highly engaged audience who will rapidly share his content and help out with tasks such as translating the comics.
Do you know of any other ways bloggers have made their readers famous?
Blog commenting
Benefits of Blogging – Building a Community: Kristi Hines talks about the benefits of creating a community and gives us three ideas on how to do so. One of the tips that Kirsti gave was using blog comments to grow your community.
We’ve been talking about Pinterest a fair bit on Problogger recently. In addition to leveraging it for traffic, you can use it as a tool to learn more about your community. Check out 5 Ways to Use Pinterest as a Community Building Tool
This tip fits into the ‘it’s not rocket science’ category of blogging tips (as do many blog tips) – however as simple as it sounds I regularly see bloggers falling into the trap of talking ‘AT’ readers rather than blogging in a conversational voice.
The art of good conversation is as much as being ‘interested’ as it is about being ‘interesting’. Good conversationalists ask questions, pause to allow others to speak and listen to others when they are speaking.
Good bloggers similarly often write in a more conversational way and in doing so invite readers to respond.
Every bloggers needs to find their own style and voice but I’ve found a number of things have been helpful in writing more ‘conversationally’:
I write like I speak
y best blog posts often start out as me writing an email to a reader answering a question. Alternatively I will often imagine I’m talking to someone as I’m writing – which leads to a post written in a more personal way.
I tell stories
I don’t do this in every post but I find that when I weave some kind of personal angle into a post that it seems to draw readers into recounting their own stories. The story need not be long or highly personal story – it could simply be sharing how you did something in your business (you’ll see me do this below when I talk about how on dPS we added a Flickr Group to dPS as an intermediate step on the way to starting a forum).
I use personal language
When you talk to another person it is common to use words like ‘I’, ‘you’ and ‘we’. Conversely when you write in a theoretical language these words often disappear. Check out the top 20 posts on ProBlogger in 2012 and notice that over 50% of the most read posts this year had personal words in their titles.
Share Opinions
One of the most powerful ways to get some kind of a reaction from readers is to share you opinion. Doing so will automatically trigger your readers to think about their own opinions and whether they agree with you – and more often than not you’ll find at least a few of them will let you know if they do! Tread a little carefully here – opinion pieces can cause debate and depending on the tone of your writing and the topic can lead to heated conversation!
2. Invite Interaction
Part of writing in a conversational tone is to invite others to participate in the conversation. While some of your readers will comment without any kind of interaction you’ll be surprised how many more will interact with you with a simple call to do so!
Inviting your readers to interact with you can include numerous things such as:
asking readers to comment (and not just at the end of posts… you can signal right at the beginning that you’re interested in other people’s thoughts on a topic (as I did several paragraphs above).
asking specific questions – I find the more specific your questions are the better better responses you get (i.e. instead of ending a post with a general ‘what do you think?’ guide your readers with a more specific question about your topic or give them some alternatives or examples to help them make that first comment.
write posts that are purely questions – one of the best ways to get responses is simply to write a post that is little more than the question itself. These ‘discussion’ posts can be gold (for example recently to wrap up a week of content on the topic of Pinterest we finished the series with a discussion post on the topic.
Setting a Challenge – on dPS we do a weekly themed challenge for readers to go away and take a photo on a theme and then to come back and share what they did (here’s an example of one we did on the theme of ‘Nature’). This not only gets a good number of comments – it gets readers DOING something quite involved which is a sign of real reader engagement. Another recent example would be our recent Group Writing Project here on ProBlogger.
Polls – perhaps the simplest method of getting a first time reader out of passivity and doing a little something is to run a poll on your blog. Having them simply choose from a couple of multiple choice options and clicking ‘vote’ may not seem like much but it signals to your readers that you’re interested in their opinion or experience and takes them a tiny step down the road to engagement and community. The other thing you can do with polls is once they’ve voted ask them to tell you why they voted as they did. For example on dPS we asked readers if they’d ever taken a photography class and then at the end of the post invited them to tell us what class it was and how they found it. 161 people added a comment. While this was a small % of those who’ve voted in the poll it was a higher number of comments than an average post on the site.
Tell Readers about the Community - while we’re talking about polls, the other thing I’ve found useful is to not only run a poll but to post the final results of a poll too. For example in this post we shared how many of our dPS readers are looking to buy a new camera. In doing this readers see where they fit in to the diverse membership of your community and you remind them that they participated. The other good thing about showing results is that you signal to your whole readership that others are engaging with you. In that example above we mentioned that 28,000 people responded to the poll – great social proof!
Invite Interactions OFF your blog – community does not just need to happen ON your blog for it to be worthwhile. In fact some of the best community discussions I’ve seen among my readers have happened on our dPS Facebook page or on my personal Google+ page. People are trained by these social networks to interact – so it can be a great place to begin conversations and relationships that may lead to ongoing community.
Regular invitations to your readership to interact will gradually draw more and more of your readers out of passivity and into an interaction with you. Even a small first step towards community could lead to a passive reader becoming super engaged which as we’ve seen previously can have many positive benefits.
Blogs have community built into them to some degree by allowing comments to be made on any post. Many blogging tools now not only allow comments but allow threaded comments which enhance the experience and allow mini-conversations to happen in an easy to follow way.
However if there may come a time on your blog where you want to give readers the ability to not only respond to what you or your writers have to say – but also to start threads of new conversation.
To do this you’ll want to consider some kind of dedicated community area.
There are a number of ways to do this. On dPS I first did this by starting a ‘Flickr Group‘ where I invited readers to share photos and start conversations. dPS being a photography site and Flickr being full of photographers this not only gave our readers a place to interact but also helped us to find new readers.
For dPS the Flickr group also gave our readers a taste of community and whet their appetite for it to the point that they began to ask if I would consider starting an actual forum area – something I did (see the dPS Photography Forum here) after I saw that there was enough demand to kick it off with enough active members.
Of course with all of these options you’re really at the mercy of other companies who have control over the hosting and upkeep of your community. You also lose some control over features etc.
Add to the conversation: If you’ve had experience with other types of community areas on your blog (or other people’s) I’d love to hear about them in comments below.
4. Use Interactive and Accessible Mediums
While we’re talking about using different types of social media lets touch on a range of other tools that you can use to help build community on and around your blog.
A number of years ago I experimented over with using Ustream to connect with my readers. I set up a ProBlogger channel and on a fairly regular but impulsive basis used to jump onto it to do Q&A sessions with readers.
It has been a year since I ran a Ustream chat but the times I did it I got a lot of positive feedback from readers as it allowed them to not only interact with me by asking questions but allowed them to see and hear my responses live.
Today there are a number of other such options available to you – perhaps the most popular of which is what Google+ offers with their hangouts.
I’ve not run a hangout myself yet (there are only so many hours in the day) but have attended many as a viewer and think that they’d be a great way to give readers a more engaging experience of you – particularly now that they can be live streamed and synced with your Youtube channel.
One of the best people I’ve seen doing hangouts is Trey Ratcliff who is brilliant at it!
The other option on this front is to experiment with running webinars – something I’ve done more and more over the last year.
I use GoToWebinar (to which I am an affiliate) to run ProBlogger webinars and while mine have only been me talking to slides or me interviewing guests (audio only) I’ve had more positive feedback about our webinars than I have about most other things I’ve done in the past couple of years here on ProBlogger.
GotoWebinar have also just introduced Video conferencing also for 100-attendee webinars (soon to be adding it for larger plans too) so that those attending can see you live.
5. Run Projects and Challenges
I’m often asked what the ‘tipping point’ for ProBlogger was – the moment that the blog really took off. There were a number of these but one was the first time I ran the 31 Days to Build a Better Blog (31DBBB) challenge.
31 Days to Build a Better Blog is today our best selling eBook but it didn’t start out that way. It actually began as a series of blog posts that I put together over a month in 2005.
The idea started as a joke with a fried but was one that wouldn’t go away and so on the spur of the moment in the early hours of a night when I couldn’t sleep I posted that we were going to run this challenge where I’d give readers a little teaching/theory on an aspect of blogging every day for 31 days and would also give them a challenge to complete that related to the challenge.
I didn’t really expect it to take off too much but the next morning I awoke to a lot of comments on that post and people emailing to say that they were excited. The following 31 days not only saw increased traffic on the blog but readers engaging in a deeper way than they had before.
I ran 31DBBB over the next two years again and each time we saw readers becoming more and more engaged with the site.
What I realised through these projects is that giving people a common task to work on over a period of time gives them a shared experience that draws them closer together.
Since 2005 there have been many such projects run around the blogosphere. In fact inspired by 31DBBB Nester from Nesting place runs an annual ’31 Days of Change’ project on her blog in which bloggers are invited to run a ’31 Days’ series on their blogs.
Last year Nester saw over 1200 bloggers run 31 Days Challenges over the month of October (just a few pictured below)! That project is growing every year and I suspect it is because bloggers who join are discovering the power of running such a project on their blog.
Add to the conversation: If you’ve run a challenge like this – please tell us about it in the comments below so we can learn about it!
6. Real Life Events
One of the most powerful ways of building community with your readers is to actually meet them – face to face.
I know this is full of all kinds of logistical challenges but IF you can meet your readers – take the opportunity because face to face interactions and a real life shared experience certainly seems to speed up the building of community.
I first experimented with this in the early days of my first blog when I didn’t have a heap of readers but when I posted that I would be in London on a holiday and asked readers if they wanted to meet up for a drink. I had 3 people show up for a beer – not a large crowd but the first time I’d met readers face to face.
Now almost any time I’m in a new city I’ll try to tweet/post out a time and place to have a meet up. Sometimes we get a good turnout and other times it is small – but every time it gives me an amazing opportunity to meet readers and build relationships with them (and for them to meet one another).
The other way I put myself out there to meet readers was to attend events that I thought my readers might be attending. In the early days for me this was about buying a ticket for popular events just like everyone else but in time it meant accepting speaking invitations when they came for the events I knew my readers were attending.
The added bonus of our real life event is that a virtual event runs alongside it both in the selling of virtual tickets but also through the hashtag for the event. While not all ProBlogger readers are able to get to Australia in person the event hashtag last year saw a lot of readers engaging with one another and the ProBlogger brand and created a real buzz.
What I notice after running an event or meeting people face to face is that in the days and weeks after we meet in person I’m much more likely to see that person engaging with me on social media and on the blog. It’s one of the fastest ways to build deeper engagement.
The perfect example of someone who has run hundreds of real life events around the world is Chris Guillebeau who when launching his books has done meetups in every state in the US and for his recent book every continent around the globe. I was fortunate to go with him to one of these events in Melbourne and was amazed at the enthusiasm his readers turned out to the event with – it’s no wonder Chris has had such a massive impact upon so many.
At the time it was a bit of a throw away idea and not something I’d pondered too much but in the last 7 years it has been something that I’ve seen the power of many times.
The idea is simple – put your readers in the limelight on your blog. Most blogs keep the blogger on the stage with the microphone and the readers inn the audience – but what would happen if you allowed your readers onto the stage?
The answer to that question is that readers will take real ownership over your blog and become a lot more loyal to it if you allow them opportunity to share the limelight.
Most bloggers use their blogs to build their own profile – but when you use your blog to help your readers to build their profile and achieve their own goals something special can happen.
Here are a few ways that you can make your reader famous that I’ve previous published (updated for 2013):
Promote a comment to a Post – sometimes readers make incredibly insightful and wise observations and tips in the comments of your blog. While they will be read by a handful of people in the comment thread – why not pull it out and use it as the basis for one of your post – highlighting the wisdom in it and the person who made the comment.
Write a Post about a Reader’s Blog – visit the blogs of those leaving comments on your blog and pick one that you resonate and that is relevant to your readers. Write a link post linking to that blog highlighting the best posts and what you like about it.
Send Your Readers to Comment on Someone Else's Blog – write a post that links to someone else's great blog post and instead of asking your readers what they think about it on your own blog ask them to head over and comment on it on the other person's blog. Shutting down the comments in your own post and saying that you've left a comment on their blog already can help make this more effective.
Give Readers an Opportunity to Promote Themselves – run a project or write a post that gives readers an opportunity to promote themselves in some way. For example on dPS I wrote a post asking readers – do you have a photoblog?' As I wrote the post I thought I'd add a line inviting readers to share a link to their photoblogs. I didn't think much of it until the next morning when I woke up to 250 comments on the post and a whole heap of emails thanking me for giving readers the opportunity to highlight their work.
Run a Reader Poll and Highlight Answers in a followup post – have a post one weekend where you pose a question to your readers. Then in the week that follows do a followup post where you add some of your own thoughts on the question and pull out some of the best comments left by readers. Alternatively you could survey your twitter followers on a topic relevant to your blog and then highlight their responses as a blog post (example of this).
Invite Guest Posts – often ‘guest posting’ is talked about solely as a way to get free content for your blog. While this is nice – one of the things I love about it most is that it puts the microphone in the hand of someone else and lets someone who would normally be constrained by the comments section have a little more power and influence on the direction of your community for a moment in time. This can have a real impact upon the person doing the post – but also upon your readership as they see someone like themselves featured on your blog.
Invite your Readers to Promote their Social Networks – a fun project I ran here on ProBlogger a number of years ago was to have a ‘social media love in‘ where I invited readers to share their social media accounts with us here on the blog. Readers left comments sharing their Twitter, Facebook, Youtube, StumbleUpon (and more) accounts and we compiled all the submissions (over 700) into lists so readers could all follow one another. It was a massive amount of work but helped our readers grow their profiles.
There are many more ways to put your readers into the spotlight and help them out with their own online projects and goals. Please let us know below how you’ve done this type of thing on your own blog!
Build a CULTURE of Community – Not Just Engagement
Let me start by repeating the advice I gave yesterday that building community and reader interaction on a blog takes time. It won’t happen over night but develops day by day.
It is also something that YOU need to take the lead in as a blogger.
‘Be the community you want to have‘ is advice I regularly teach at our live ProBlogger Training Event because what I’ve found is that readers often take a bloggers lead when it comes to engagement.
If YOU are obviously engaged with your content, passionate about helping your readers, interested in who they are, writing in an inviting way and willing to interact with others then you’ll be on the right track to developing a culture on your blog where interaction is normal.
Note: I really want to emphasise this idea of building a ‘culture‘ of community on your blog. This goes way beyond using certain ‘techniques‘ to get comments or engagement.
Engagement is great – but the most successful bloggers I”ve come across go beyond that to build something deeper with their readers whereby readers not only interact but have a deeper sense of belonging, ownership and where they embody and live out the values of the blog with one another.
The Stages of Building Community on a Blog
Stage 1: You
In the early days of your blog community generally looks like this:
Yep – just you.
Maybe if you’re lucky you have a partner, or a parent, or a friend who drops by once in a while – but it’s largely you. This is totally fine and normal. I remember my first 10 or so blog posts going up to the deafening roar of silence – I couldn’t even get my wife to read them!
In those very early days you can still write in an engaging way – but probably more important than lots of reader engagement is you writing engaging and compelling content so that when people do arrive they’ve got something to read.
This is also an important time to get your mindset right. Identify what type of community you want to have. What values do you want it to have? What are the boundaries of acceptable behaviour? The clearer YOU are on what you want to achieve the better position you’ll be in to start building and modelling it to your readers (remember – YOU have to BE the community you want to have).
Side Note: ‘Finding Readers’ of course is a topic for another series but a key component is putting yourself out there into the places your potential readers are already gathering. I cover this (and a lot more on the topic of Finding Readers in this free webinar). It is probably the most comprehensive thing I’ve produced on the topic of finding readers for a blog to this point.
Stage 2: Readers Engaging with You
After a few readers begin to arrive on your blog here’s what community looks like:
At this stage YOU are still the centre of your community and all interactions revolve around you. Your readers tell YOU what they think of your posts, they email YOU with questions and YOU need to take the initiative a lot.
In my own early days of blogging I used to email every person who left a comment on my blog to thank them for their comment and to let them know I left a comment responding to theirs. This had a BIG impact – in fact I know of a couple of readers who still read ProBlogger today who read my first blog because I emailed them in that way.
This is really where your ‘culture of community and engagement’ needs to find its foundations. If you look after the small group of readers you have really really well – in time you’ll find they’ll start to ‘catch’ what you’re on about and do it themselves.
Stage 3: Readers Engaging with One Another
What often happens next is pretty cool. It looks like this!
This is like when you have a party where you invite lots of friends who didn’t previously know you – and your friends start to hit it off with each other.
It’s actually something that I know some bloggers struggle with a little because suddenly readers start showing up on a blog to not only talk with you – but to interact with other readers.
It can be a little disconcerting to see this happen (and to see some readers run off with each other to start interacting on social media or their own blogs) but it is actually where real ‘community’ starts to happen on a blog.
When you start see readers interacting on a deeper level with one another you have a much deeper level of community engagement than you did when YOU were the central point of contact for everyone.
Stage 4: Community Evangelists
The next stage doesn’t always happen – but when it does you know you’re onto something pretty exciting!
In this stage you begin to see engaged readers begin to evangelise your blog for you. They’ve found something that they’re so engaged with and find so useful to them that they can’t help but bring others in.
I saw this at Digital Photography School when we started a forum for the blog. I noticed a small group of readers who had been reading since the start of the site and who’d been starting to get to know each other began a thread in the forum about asking how they could help to grow the forum.
They’d found dPS to be a useful site for them but realised it’d be more useful with more members. That began a competition within this small group to see who could recruit the most new members to the site. They did it purely for bragging rights and because they wanted the community to grow!
I promoted this small group to be the forums first moderators!
Stage 5: Engagement
The final stage is a mess…. but at the same time music to most community managers ears.
YOU as the blogger are still there but relationships and interactions go on above, below and around you. In fact some days you may even wonder if anyone would notice if you disappeared (although they will).
How to Build Community on a Blog
I’m sure not every blog develops in the above 5 steps exactly – but it is how I’ve seen emerge a couple of times now on my blogs.
Tomorrow we’re going to get a little more practical on the topic of building community on a blog by really drilling into some specific tactics on how to do it!
Subscribe below to be notified of the links to future posts in this series.
Do you ever feel – as you blog – like you’re talking to an empty room?
Day after day you publish posts only to have them greeted by….
If that is how you feel – then you’re not alone. In fact one of the most common questions that I hear from bloggers is:
“How do I get my readers to interact with me?”
Over the next week I’d like to suggest some ways to increase reader engagement and would love to hear how you do it on your blog too in comments below.
But first – today I’d like to talk about WHY community and interaction on a blog is so important.
Blogging – More than Just Creating Content
There is no one way to build a successful blog but in my experience a blog really comes alive when there is at least some level of community on… or around… the the blog.
Perhaps the best example I can think of to illustrate this is the time I started Digital Photography School (my main blog).
When I launched dPS in 2006 I launched it without comments being activated on the blog. This was an experiment to see what impact not having comments would have on a new blog.
I quickly discovered that by starting a blog in this way had quite a few negative impacts upon the site – the main one being that not having reader feedback just felt plain weird and left ME as the blogger thirsting for interaction with readers. I guess I’d become used to getting readers engagement on my other blogs and without it just felt ‘wrong’ for my style of blogging.
Within a few weeks I’d not only turned comments back on at dPS but was already working towards starting a photography forum on the site too!
The impact of adding more and more opportunity for community engagement on the site was immediate and big. Page views went up, repeat/loyal readership increased and I feel the quality of the site also improved.
Why Build Community on Your Blog?
Lets take a bit deeper look at some of the benefits of focusing upon reader engagement and building community on your blog.
1. Community Increases Your Blog’s Usefulness
Right from the early days of ProBlogger my mantra has always been that a good blog is a useful blog.
If you’re not being useful to your readers on some level (and being useful can be many things from being informative, to entertaining, to keeping them up to date) it is very difficult to have success with your blog.
My experience of having community on a blog is that it makes the blog exponentially more useful – something James Surowiecki wrote about in his useful book – The Wisdom of Crowds.
Together we are a lot smarter than any single one of us.
I’ve seen this many times over on my blogs. While I work hard to have as much expertise on my topics there will always be things I don’t know but which my readership has experience and insight.
For example I once received an email from a reader – Mandy – asking how she should go about photographing her dying grandmother with dignity. This was a long way out of my expertise so I asked my readership and we had over 90 responses.
Without the community on dPS I would have been unable to help Mandy.
This is a fairly extreme example but I see it in action on a daily basis in the comments sections of my blogs when readers have their questions answered by others in the community.
Ultimately for me – increasing your blog’s usefulness to readers is the number 1 reason to build community on your blog. However there are other reasons too.
2. Community Builds Social Proof
Have you ever chosen to eat in a restaurant purely because you can see it is popular with other patrons or passed by one that is empty?
If so – you understand the concept of social proof.
People attract people in all kinds of places – a blog is no exception.
It is much easier to attract and get engagement from a reader if there is already engagement from other readers.
I’ve seen this numerous times on my blogs (but also social media accounts). The more genuine interaction you have on your blog the easier it is to convince others that your blog is worth a second visit.
3. Community Increases Page Views
Page views won’t matter as much to some readers of ProBlogger as others but for those of you monetizing your blog with advertising you might want to take note.
Page views are important for those using Ad networks like AdSense or selling ads directly to sponsors because the more times the ads are seen on your blog the more you’ll be able to earn.
Community increases page views. If someone leaves a comment on your blog on most blogs that means 2 page views instead of 1. That person is also more likely to return to see if others leave a comment responding to theirs so you’re up to 2, 4 or 5 page views (and even more if a conversation between readers emerges).
Add a forum area to your blog and the average pages viewed per visitor can skyrocket – we regularly see as many as 10 pages view per visit on the Digital Photography School Forum.
4. Community Makes Your Blog More Attractive to Advertisers
Speaking of advertising as a model to monetize your blog – I’ve discovered over the last few years of selling advertising directly to advertisers on dPS that many advertisers are looking to not only see their banner ads on a site – but they are willing to pay for engagement with your readers.
One of the best examples of this is an annual competition we’ve run on dPS to give away a price from one of our regular site sponsors.
This competition is part of an advertising bundle that we run with this sponsor (they also run some banner ads but also sponsor our newsletter regularly).
While they get value out of the banner ads and newsletter ads that they run it is the competition that really converts well for them because it gets our readers visiting their website and engaging with the products that they offer (because to enter the competition you need to leave a comment saying which product you’d like to win and why).
This is the third year in a row we’ve run this particular competition and we’ve had 700+ comments left on each year we’ve run it.
5. Community Makes Your Blog Easier to Create and Sell Products
Back in 2005 I ran a series of blog posts here on ProBlogger titled – 31 Days to Build a Better Blog. The project was so successful that I ran the project again in 2007 and then again in 2009.
Each time I ran the project it grew larger and larger and readers became more and more engaged with the concept but also with the rest of my blog (it was a great community building project in and of itself).
At the end of the 2009 project a strange thing happened – my readers began to beg me to compile the 31 posts I’d written that year into a PDF… to sell to them as an eBook.
Yes you heard it – out of a period of intense reader interaction and delivering tangible value my readers asked me to sell them a product.
Not only did they ask me to create a product – 31 Days to Build a Better Blog (now updated into it’s 2nd edition) went on to become my biggest selling eBook.
This illustrates just how powerful community is if you’re looking to monetize your blog through selling products of some kind.
I’ve seen the same thing happening on dPS where we’ve developed 11 photography eBooks – the readers who buy our products are often the most engaged members of our communities and interestingly when a discussion happens in our forum area on topics covered in our eBook it is our community members who ‘sell’ our eBooks to new members the best.
6. Community Makes Your Blog More Attractive to Sell
Over the years I’ve had a number of companies offer to buy my blogs. While I’m not looking to sell them it is always an interesting discussion to have.
In most cases the conversation starts with a potential buyer interested in your traffic numbers and income – however what I’ve noticed is that when you begin to talk about the high level of reader engagement that you have on your bog many buyers become a lot more interested and start talking about higher purchase prices.
This will depend a little on the business model of a potential buyer – but I’ve seen this happen on at least 3 occasions in the last few years.
Community makes your blog more attractive to potential buyers.
7. Community Creates an Army of Advocates and Evangelists
An engaged and loyal reader is a powerful thing – not only because they’ll make your site useful and might buy your products – but because they are also much more likely to help you grow what you do.
This happens very naturally really – when you help someone on a daily basis and they feel a sense of belonging to your site they’re highly likely to tell someone about your blog.
I’ve seen it time and time again. I’ll often meet readers at a conference and ask them how they first became readers – the story is regularly ‘I am friends with Jim/Sarah/Bill/Joe/Anne… and they told me what a great site it was’.
Engaged readers don’t only help find you new readers – they can help you in many other ways.
Example 1: Several years ago one of my readers emailed me with an introduction to a New York Times journalist that they knew who was looking for someone to interview for a story. A week later dPS was featured in that publication.
Example 2: Around the same time a group of readers started a campaign to get our site on the radar of Canon and Nikon because they wanted them to advertise on dPS. They started a petition and did end up helping us land a small advertising campaign!
8. Community Can Help with User Generated Content
In a similar way – engaged readers who feel that they belong are more likely to contribute to your site by generating content for it.
This again may not be something that all bloggers are interested in – however if you’re looking to supplement your own content with guest posts from readers it can be an effective way of generating such content.
The other aspect of this is that you may not want to feature full posts from readers – but having engaged readers can help you generate other kinds of content.
For example I recently asked readers of my Google+ Account to share with us their advice on the topic of ‘finding your voice’ as a blogger.
I had some great responses and am compiling the answers into a post for ProBlogger (to which I’ll add some of my own thoughts). While not a ‘guest post’ as such it brings the wisdom of readers out of my social media community areas and onto the blog.
In the past I’ve done exactly the same thing by asking readers for their advice in the comments section of a blog and bringing those comments into a blog post.
9. Community Brings More Personal Satisfaction to Blogging
When I first drafted this post I didn’t have this point but on reflection of my last decade of blogging perhaps the biggest benefit of having community on my blogs has been it exponentially increases the personal satisfaction I’ve received from blogging.
I’ve had 30 or so blogs in the last 10 years and the ones in which I’ve invested into the community and had readers invest back into it have been the ones that I’ve been able to sustain over many years.
The blogs where community didn’t really click (and this can be the result of many factors) were blogs that I found most difficult sustain – probably because I wasn’t getting the engagement, feedback and encouragement of readers.
Maybe it is just me – although I suspect not – but it is community that is a fuel that feeds my blogs. Without it I can only sustain them so long!
The Costs of Community
The benefits of building community on a blog are many (and I would encourage you to add more that you’ve experienced to the comments section below) however it would not be balanced of me to talk about the benefits of building community on a blog without at least acknowledging that there are some ‘costs’ involved.
1. Building Community on a Blog Takes Time
Relationships and community don’t just appear out of thin air. They take time – in two ways:
Firstly – building true community is something that generally takes a long period of time to gradually happen. While you can get comments on your first blog post – to get readers deeply engaged can take months… and years. We’ll talk more about how to build this culture of community on a blog in the coming days.
Secondly – once you have community (and building community) can be something of a time suck and if you’re time poor it can be a challenge to do on a day by day basis.
2. Building Community can be an Emotional Roller-coaster
Building relationships with readers can be something of an emotional roller coaster.
In the early days it can be incredibly disheartening when community doesn’t seem to be happening despite your very best efforts.
But then in the longer term after community does begin to happen it can be so difficult to maintain once your community begins to pull in different directions and on those occasions when things go badly.
When community goes well it can be powerful – but when trolls, spammers or competitors infiltrate it can make you wonder why you bother at all!
3. Community Can be a Little Risky
I can think of a few instances over the years when a ‘community’ or readership of a blog have turned against a blogger and have really hurt the brand of a blog.
While these instances are certainly in the minority it is worth noting that if you’re not willing to invest into a community and lead it that you leave your blog’s brand in a vulnerable position.
We’ll talk more about this in the coming days as we talk about how to build a good culture of community on a blog.
How to Build Community on a Blog
In the coming days here at ProBlogger I want to explore the idea of building community and deepening reader engagement on a blog further.
Tomorrow we’ll take a look at 5 stages of building a Culture of Community on a Blog and then the following day we’ll get a little more concrete and look at some strategies and techniques for building community.
As always – subscribe to our newsletter by adding your email address below for a wrap up email at the end of this series so you don’t miss out!
Last week here on ProBlogger I ran a ‘Group Writing Project‘ where I invited readers to go away and write a ‘How To‘ Post on their blog and then to come back and show us a link to it.
The response was fantastic (we’ll do it again in the weeks ahead) – 84 people wrote and submitted a post (although a few of those didn’t completely follow the instructions and submitted old posts – naughty!) and I’ve heard some great feedback from a number of you who enjoyed the challenge of writing that type of post, found some cool new blogs and also saw some great traffic from participating!
I’d REALLY encourage you to look through the submissions below (I’ve listed them all). There are some cool posts in the list and this project really comes alive when people surf through it and leave comments and make friends.
The Winners Are…
As part of the project I said I’d randomly choose one participant to win the full library of ProBlogger eBooks (worth over $250). We had such a great response that I’ve decided to give 3 prizes away instead.
So the 3 winners that I’ve just randomly selected are:
Congrats to our winners – I’ll shoot you an email shortly with your prize!
84 How To Blog Posts
Below are all of the submissions we received – it was a bit of a job to compile them all here but I hope you take the time to surf through some of the posts listed as there are some great blog posts in the mix here. Apologies if your post was missed – I hope I got them all but it was quite the task :-)
As you surf the list please consider commenting on the posts you resonate with to encourage the authors and if you find something good – PLEASE share it with your social network or even on your blog.
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