The Rise of the Click-Driven Blogger
Over the past two decades, a strange new industry has emerged out of the internet boom – that of the “blogger” or “content creator.” Armed with little more than a keyboard and opinions, these entrepreneurs sought to monetize the written word via clicks and currencies. But has anything of value truly been created in this circus of constant output?
A Vast Wasteland of Frivolous Fluff
The problem lies not necessarily in blogging itself but in how it is often practiced. Hence, speed and quantity have replaced depth and quality as the highest goals. “Engagement metrics” – rather than insight or accuracy – determine success. Publications live and die by ephemeral algorithms rather than lasting impact. Controversy and conflict are mined for attention rather than truth.
True Success Comes From Lasting Impact
Serious writers seeking to inform the public would be wise to eschew such tactics. True success comes not from fleeting likes and follows but lasting works that educate and enlighten. Here are some principles to apply:
Substance Over Style
Prioritize depth over breadth. Focus on thoroughly exploring a few topics rather than superficially touching many. Quality always outweighs quantity in the long run. Strive for accuracy and integrity above all. Verify facts meticulously. Admit mistakes transparently. Maintain impartiality and avoid predetermined conclusions. Build credibility through honesty, not provocation.
An Opportunity For Thoughtful Discourse
Therefore, elevate the discussion through nuance and perspective. Consider multiple viewpoints thoughtfully rather than reacting emotionally. Reframe debates with understanding, not antagonism. Illuminate gray areas more than black/white binaries. Hence, substance surpasses style. Well-researched, thoughtful essays carry more weight than clickbait or fluff. Convey complex ideas accessibly without oversimplifying. Focus on wisdom and insight over hot takes.
Developing Skills as a Writer
Promote works that spread wisdom. Review impactful books and share key insights. Curate resources and highlight the most educational materials. Contribute to advancing the level of public discourse. In a fragmented, polarized age, there remains an opportunity for bloggers to become trusted guides rather than disposable entertainment.
Here are some tips for bloggers to strike a balance between complex ideas and accessibility:
- Explain complex concepts step-by-step without dumbing them down. Break them down into digestible pieces and use examples to illustrate points.
- Define specialized terms and acronyms the first time they are used. Provide links to additional explanations for curious readers.
- Mix short, easy-to-digest paragraphs with longer, more in-depth discussions. This allows varying levels of engagement.
- Use subheadings, bold/italic formatting and visual elements like images/infographics to guide readers and emphasize key points.
- Acknowledge different viewpoints rather than assuming universal understanding. Link to background pieces for context as needed.
- Summarize the overall argument or conclusion upfront for skimmers. Weave discussion of nuances throughout the piece.
- Write for a high school level reader in terms of sentence complexity but include college-level analysis and references for those seeking depth.
- Periodically check for assumptions, ambiguous references or jargon. Simplify, clarify or link to sources as a refresh for all readers.
- Concepts become stickier with applied examples, case studies, stories or metaphors. Make the theoretical concrete.
- Accessible explanations take more words—embrace sufficient length to thoroughly cover topics for interested lay audiences.
The goal is information that initially seems approachable yet expands understanding for those willing to immerse more deeply. With care and versatility, bloggers can make even complex issues comprehensible.
Here are some additional resources for bloggers looking to create insightful, educational content:
- The Substance of Style by Virginia Postrel: Exploring how complexity and clarity are not mutually exclusive. Designing communications for varying reader abilities.
- On Bullshit by Harry Frankfurt: A brief, entertaining examination of how insincere, intellectually void speech spreads. Importance of honesty and rigor in persuasive writing.
- Bird by Bird by Anne Lamott: Down-to-earth advice on writing as a process through revising, not perfectionism. Cultivating empathy, warmth, and wit to engage audiences.
- Consider the Fork by Bee Wilson: Case studies showing how explainer journalism makes specialized topics compelling to general readers. Blending erudition with accessibility.
- The Sense of Style by Steven Pinker: Applying Cognitive Science to Styleful Choices in Language. How skilled writing fosters understanding over confusion or fatigue.
- How to Read a Book by Mortimer Adler: Timeless Guidance on Actively Reading to Extract Full Meaning through Focus and Repeated Engagement. Tools for learning from any text.
Each resource provides insights bloggers can apply to craft works of truthful, persuasive nonfiction that spread useful ideas accessible to diverse readers. Depth, wisdom, and impact need not come at the expense of clarity.
In Summary
By adopting these principles of depth, integrity, nuance, and substance—and avoiding empty provocation, gossip, and listicles—those with a message worth spreading can truly make an impact. Their blogs may not reach viral heights, but they will stand the test of time by cultivating understanding rather than conflict. Words can still change minds and better society if we choose to deploy them judiciously rather than recklessly. The choice is ours.
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