My quarterly stats are past due. The old stats page that I was using to take the simple screenshots and do quick-and-dirty trend analysis went away (thanks a big fuckin’ lot for that, WordPress gods!), and I’ve just not had the time to crunch numbers lately. I’ll discuss how we’ve done here this summer at some point. In general, we’ve taken a traffic hit and our engagement is down since June. That’s mostly because I’ve not been around enough to keep up the chatter.
Today I am more interested in discussing what’s worked here over the last 21 months and why. This is important because we’re one quarter away from our two-year blogiversary, and because I think we need to do more of what’s worked best.
What’s Worked Best
Worked because Jeremy blogged Batman (an insanely popular character) here every week for almost eight months, and he did a good job saying interesting things about Batman characters.
Worked because Luther is one of the most entertaining bloggers around, TWD is very popular, and we timed his reviews to catch people at the right time to offer them a recap of the previous episodes before the next one aired.
Penny Dreadful Season 1 Reviews
Worked because Diana is just plain good at writing about anything involving monsters, has an engaging, easy-to-read style, and picked a winner — a show with a small but engaged audience as it was airing for the first time.
Worked because Marvel is growing in popularity and David’s made good choices about what to focus on. Agent Carter and Guardians of the Galaxy both did very well; and Melissa’s Ant-Man post has also done well.
Work because they’re fun, easy-to-read, entertaining, and are good for capturing the attention of both this blog’s normal audience and the friends/readers of whomever is being interviewed.
A Handful of Blogging-Related and Social Posts
I’m thinking of the Geek and Greet post, some of the A to Z organizational stuff, and a few of my Blogwanking posts. The Geek and Greet worked because I offered to do something for people who joined in and the event was an opportunity for people to get their blogs seen by other bloggers. The rest worked because they grabbed the attention of bloggers who are trying to up their games — and I say this a bit. Whomever else your target audience is, it’s mostly bloggers who read and share blogs.
What’s Not Done as Well as Expected
Doctor Who Reviews
Will reviewed the latest season here at the same time I was reviewing it at Part Time Monster and Hannah was writing about it at Things Matter. That was a lot of fun, and it didn’t do so poorly that I’d rule out more Doctor Who. But it didn’t do what I expected, even though we timed the posts well. I think that’s because Doctor Who is so well-established that the competition for audience is just too intense for us to handle.
Penny Dreadful Season 2 Reviews
Again, not so poorly that I’d rule out a third go. But it didn’t do what the first season did — especially not with search traffic. Lots of reasons this could be. Penny Dreadful hit us just as we were wrapping up A to Z and neither Diana nor I had time to do much in the way of interacting because of offline stuff. But I think either a lot of people lost interest after the first season, or a lot more people were writing reviews this time around, and so we had a tougher time getting into searches.
Diana and I just plain played this one wrong. Everything about House of Cards says we should be able to work it for traffic. We got the timing wrong and we shouldn’t have done extensive recaps. I think the time to post about a Netflix series is either immmediately after it’s released, or AFTER everyone’s had time to binge on the whole thing. I don’t see episode reviews being an effective way to blog about series that are delivered all-at-once. Because no matter when you choose to publish them you don’t have a weekly timeslot generating internet buzz on a predictable schedule. I think the way to go with these is to do one to three posts per season and publish them either on Mondays or Saturdays.
The performance of these reviews was the biggest surprise to me in all the time I’ve been doing this. I expected them to do way better than they did, because I know a lot of people who love this show, but the audience isn’t absolutely huge. And I don’t think the problem has anything to do with Melissa’s blogging. Everything else she’s published here has done just fine, and she usually gets good comments. I think we timed them wrong. We didn’t have a lot of choice, because we had to work around the UK air date. But Friday morning has always struck me as a bad time to post long-ish, serious posts. That’s why I mostly do music videos on Fridays. I also think we overestimated our ability to compete for searches, and we expected too much, given that Arrow was into its third season before we ever started blogging about it.
Actual Music Blogging
I’m not talking about the posts where I share a YouTube video and write a paragraph or a personal note about what it means to me. Both David and I have tried serious music blogging, and it’s just never worked for us. Could be that we’d need to blog about music once a week for a year to gain the traction to make it worthwhile. It could be that music blogging is just not a good fit here, or that people who like our comics and tv posts have different taste in music than we do, so aren’t interested in what David or I have to say about music.
Everything else has been within the bounds of my expectations. I don’t always make content decisions based on the traffic I think it’s worth. Sometimes I approve things for the fun and the mischief value. Sometimes I just want to give another blogger the chance to step onto the stage here and try to find a few new readers, which is a game of ones and twos no matter how you go about it. But I always have some idea what I think a series of posts should do, traffic-wise. I don’t approve things that have no chance of getting read, and when a post does exceptionally well or exceptionally poorly, I try to figure out why.
Consistency, not Content, is King
Content quality and topic selection are vital, but the most important consideration, if you are trying to build an interest-based audience, is to offer the quality content on a schedule and do it so consistently that people just come to expect it. The most successful thing we’ve done here is comics, and we blogged about Batman every Wednesday for the better part of a year, then once the Batman run was done, we moved into Marvel without missing a beat just as the MCU was getting crazy-good. There’s no coincidence here.
Timing is as Important as Topic
It’s true that you have to write about things people are interested in if you want readers. But you also have to publish when people are looking for it. This is the lesson of The Walking Dead, Penny Dreadful, Arrow, and House of Cards.
Consider the Competition
If only a handful of big sites are writing about something, it’s possible for a blog the size of Sourcerer to get a slice of the search traffic (see Penny Dreadful above). But if everyone from io9 to the New York Times entertainment section is writing about a thing, best make sure you’re getting a lot of personal enjoyment out of your own writing, or bring friends along (see Doctor Who above).
Multiple Voices are More Compelling Than One on an Everyday Blog
If I had to, I could shut down my personal blog and run Sourcerer by myself. I could even keep the focus on pop culture and do comics every Wednesday. But if only I had been blogging here these past two years, I’d not have seen even the modest success we’ve achieved by publishing contributions from 12 to 15 bloggers.
What’s Next for Sourcerer?
Tl;dr version: Do more of what’s worked and less of what hasn’t.
Comics is obviously the core interest at this point. Maintaining the quality of our Wednesday posts and finding ways to expand our comics offerings are the smartest things we can do for this blog over the next year. Since both comics and significant content from me are essential, it makes sense that I should find a way into comics. I’ve not written much about them here to this point because we’ve had so many contributors here who are better-versed and better at writing about the comics than me. That’s gotta change.
I’d like to move away from blogging tv shows just because we like them. The time to blog about a tv series, honestly, is during its first season, unless you have a lot of advantages to work with (like we have with The Walking Dead). This means, for example, that while I might blog the next season of Doctor Who, I’m not twisting myself in knots to give it a prime posting slot, I’m looking at as a “just for fun” series, and I’m not asking anyone else to do it (though I’d certainly consider volunteers, because if someone else blogs Doctor Who here, that frees me up to do the same at Part Time Monster and we can link to one another in our posts).
I think we need to concentrate on Marvel Cinematic Universe series and promising new series (see what I said about Agent Carter and Guardians of the Galaxy above), and we need to figure out how to blog Netflix effectively. TV viewers who also read blogs are moving decisively to a “binge on instant video when you can find the time” way of interacting with television as opposed to the old “drop what you are doing and watch at the same time every week” pattern.
I’m thinking the way we’ve been blogging tv is eventually not going to be a sound scheduling strategy, no matter how well we do it. We’re approaching the point where the behavior of our tv audience has changed so much that posting a review the day after a tv episode runs, in and of itself, doesn’t get us anything we couldn’t get on our own by sharing on Twitter and Facebook.
Our book blogging has always been sporadic, but given that we’ve never done it consistently, it’s been successful. Some of our most popular posts in 2014 were book lists written by a variety of contributors. Rebecca Bradley’s reviews did well here, and the fact that our first few Sourcerer’s 11 interviews were author interviews timed to coincide with releases has helped that feature a lot. All this tells me that people who read and follow this blog are interested in books — and interested in the same sorts of books we are. This is our easiest and most promising area for real growth. There’s traffic here to be had for the asking, and we’ve not fully tapped into it yet.
Marvel Movies, Please
It’s just essential for this blog that we review every Marvel movie from here on out within a week of its release, publish those reviews at a prime time, and share them around, for as long as we continue to hang together. Absolutely essential.
More Collaborative Posts.
See the Hannah-Melissa collaborative review of Age of Ultron. That’s a sweet post — quality-wise, one of the best we’ve offered to date. And this is something we can do that very few blogs can. We’ve got a dozen contributors, easy ways of communicating with one another behind the scenes, and this blog to post on. Collaborative posts could be a thing for us, and I think readers will love them. This is a genuine advantage. It’s something we have that almost no one else does, and it’s compelling.
Sourcerer’s 11 Reorganization
Eventually, I want to have more than one interview per month. For now, though, I just want to keep them going. They’re good, but the “tag, you’re it!” model just isn’t going to work for a feature that comes around once a month. We set these up from the beginning so we could not only interview authors to coincide with book releases, but could also sometimes interview interesting bloggers who don’t have books publishing. I’m starting the blogger interview thread of these next month.
What we need for this is a pool of contributors who like to do these interviews, and we need to have a once-a-month discussion about who’s doing the next one and who they are interviewing. If, on occasion, I want to offer people we’ve interviewed an opportunity to interview someone else, I will. But just not something we can do with every interview, because it puts too many constraints on the schedule and limits the pool of potential interviewees.
Not a lot more, but a couple. People come and go here. We’re in a phase now where a lot of the people who have contributed over the last year are ending runs and have other projects they need to prioritize. We have a rule that contributors come and go as they please, and that once you’re to the point where I trust you to schedule a post, you’re free to pitch future contributions to me at any time — a week from now, six months from now, doesn’t matter. We’re ok to get through the fall as we are, but I’d be a lot more comfortable if we had another blogger or two in the mix here.
And that’s it. This is where I think this blog is, and this is my vision/direction statement for the next phase. I thought I needed to do this today, because we’re certainly moving into the next phase.