Writers are told so often, and so adamantly, that they need to blog or have an email newsletter that I read countless confused and half-hearted attempts. I fell into that category myself years ago, directionless but feeling like I had to do something.
Unfortunately, doing something can be worse than nothing if it takes time away from more valuable writing and marketing activities. And more often these days, I’m telling writers to stop their blogging activity (and even sometimes their newsletter sending—until they come up with a better strategy). Here are the key reasons why.
The writing amounts to “musings”
Once upon a time, around 2001, blogging was informal and akin to journaling, but those days are long gone. If you’re trying to blog or send an email newsletter with a marketing or platform building effect, random thoughts and ideas you had over breakfast isn’t likely to cut it. Social media is the best place for musings, especially if you’re in the mood for conversation or to compare notes with other people.
Instead, for blogging: Think about the potential value and longevity of the content and why people might be compelled to share it with others. Blog content, despite being free, should offer some of your most iconic and impressive material to be noticed and competitive. Here at my site, you can find such material under the blog tab—you’ll see my “greatest hits” where I give away essential information on the business of publishing. If people enjoy it, they’ll certainly find their way to my books or classes on the topic.
For email newsletters: musings might be acceptable for an intimate audience of fans. Just make sure that it matches your voice and what people come to you for. Which brings me to the next reason blogs/newsletters fail.
The writing is overly informational and without voice
Both blogs and email newsletters excel when there is an identifiable voice behind them or a particular angle or POV offered. My POV here is to educate writers on the business. I’m frank, honest, and don’t hold back on the realities. Other blogs for writers might be more encouraging or inspiring. I err in the opposite direction.
The greatest sin you can commit, unless you are writing entries for Wikipedia, is to simply convey information. There may be a few rare occasions where that is merited, like when you need to offer instructions on how to do something. But otherwise, blogs and newsletters thrive on you creating a connection with the reader. People tend to stick around because they value and want to hear from you.
It took me years to find my voice, and it’s a journey that’s hard to speed up. But here is one secret: envision one person you know well, who you feel comfortable and confident with, that loves to hear from you or learn from you. Write for them to help find your way.
The writing doesn’t consistently connect to current or future work
One author-client of mine has been blogging for years on how to be your best self, then she segued into blogging about racism after George Floyd’s murder. What’s her upcoming book about? A memoir on reciting Kaddish for her father for a full year. It’s a fascinating story, full of internal and external conflict, but her blogging and newsletter effort didn’t connect to it. (For an in-depth look at this case, watch my Business Clinic from last month.)
Sometimes writers cite their own boredom as a reason to write about anything and everything, while others think that any blogging will do, and the topic doesn’t matter. But it does matter because each piece of writing you take time to write and publish creates both an impression and an opportunity. When you add up those impressions over time, you become known for something. You want to be intentional in what you’re getting known for.
If you have little or no consistency in what you’re writing, it’s difficult to create impressions or opportunities around the work you want to be known for—or earn a living from.
For more guidance on writing effective blogs and email newsletters
- How to Start Blogging: A Definitive Guide for Writers
- Email Newsletters for Writers: Get Started Guide
- Blogging Versus Email Newsletter: Which Is Better for Writers?.
Jane Friedman has spent nearly 25 years working in the book publishing industry, with a focus on author education and trend reporting. She is the editor of The Hot Sheet, the essential publishing industry newsletter for authors, and was named Publishing Commentator of the Year by Digital Book World in 2023. Her latest book is The Business of Being a Writer (University of Chicago Press), which received a starred review from Library Journal. In addition to serving on grant panels for the National Endowment for the Arts and the Creative Work Fund, she works with organizations such as The Authors Guild to bring transparency to the business of publishing.
Interesting post! I’m a fiction author of supernatural mysteries and I think it’s very difficult to keep a blog going. Because I’m also a short story writer, I focus my blog on free short stories by famous authors with the goal of encouraging my audience to read fiction. Keeping the blog fresh and stimulating is a constant challenge though. I started the blog in 2012 and post regularly. I do think it’s worth it because I get new followers and commenters from time to time who also love reading free short stories. Maybe the key is if your blog is growing audience, even slowly, it’s worth the time. Writing the blog keeps the back burner going to connect to other fiction bloggers, writers, and readers. And when I read a short story and post about it on my blog, I’m expanding myself creatively as a reader/writer. In the old days, writers did appearances, book signings, joined panel discussions. I don’t do any of that anymore. So, blogging is how I keep in touch with the reading world out there.
Hi Paula: Thanks for sharing your experience here. One thing I didn’t mention in this post is that there are many valuable reasons to blog even if the marketing/platform effect is moderate, minimal, or nonexistent (or unknown even). Sounds like yours is going very well indeed!
Definitely smart blogging Paula!
Interesting strategy, Paula! I write fiction too, and I recently decided to blog about the writing process by interviewing YA and women’s fiction writers, since those are my genres.
A really worthwhile blog, Jane.
Thank you, Marilyn!
Ah, the old blog issue! I have a three-book contract that came originally from personal essay type posts morphing into extended fragments that were half fiction and half essay (not auto fiction, though please!). I continue to post my free-form stuff (mostly because I don’t have time to beg people to publish it and then get rejected 20 times until the piece is flaccid and pointless).
All that said, I like the way you, Jane Friedman, write and I like your personal story lessons and recommendations for writer-types everywhere. Your high school should have a Class of XXXX MVP plaque posted in the front hallway for you.
Aw, thank you for the kind words, David. I’m in a not dissimilar boat: I’d much rather publish stuff on my own terms than pitch. 🙂
A blog is forever, if you make sure you re-kindle your credit card appropriately (and give instructions in your last will and testament)
Great post, Jane. Like you, I have a blog with a purpose, which is to help writers on their journey to publicaton and support debut MG and YA authors. Not having a purpose or voice can make it hard to attract readers, especially when less people read blogs in general. Joining a group, like The Insecure Writer’s Support Group, can be a good way to blog and make writer friends that support each other.
I started blogging in the heydey of blogging. It makes me sad that writers were told not to do it anymore. I ‘ve made way more close friends in the writing community through blogging than on Twitter.
I feel like I came to blogging very very late, and that was in 2008! I was very inspired at the time by Chris Guillebeau’s manifesto, 279 Days to Overnight Success, which laid out clearly how you could blog to become part of a community and even to earn a living—which he did in less than a year. I think that PDF still floating around online. While I’m sure aspects of it are dated now, he really nails the fundamentals of success, i.e., the sense of community/purpose required.
I’m going to check out your website, Natalie! I am trying to do something similar with mine. Do you feel as if you have a handle on SEO? And how important to do you think that is, as a factor?
Wow, Natalie–your blog is incredible!! I am bookmarking it.
Thought-provoking, Jane. As a fiction writer, I use my blog to announce upcoming signing events or online appearances. I just published a book in January and have been posting pretty much weekly (sometimes twice a week) due to a busy schedule. The posts are basically reminders of upcoming events and maybe a photo or public thank you to hosts after an event.
I fear these posts fall into your “overly informational” category. I don’t think I’m wasting my time with those blog posts, but is my time better spent elsewhere? Thanks.
Chris
Hi Chris: I don’t think it’s a waste of time at all, although for timely announcements (esp. events/appearances), I prefer the email newsletter as a delivery vehicle (as well as social). If you don’t have a newsletter, then a blog works in a pinch, esp. if people are alerted to new blog posts.
Isn’t it good to use social media to tell people about your blogs? Is that a strategy that pays off?
Sure, I consider sharing on social media to be essential for blog marketing and promotion.
Thanks, jane. I have both, with some overlap in followers/subscribers. Every little bit helps, and I prefer those two over most other social media. I think those followers are more loyal and liable to buy my books than Twitter followers, for example. Just my experience.
“Social media is the best place for musings, especially if you’re in the mood for conversation or to compare notes with other people.”
Agreed – I came here to say this, pretty much.
Yes, this type of blogging is still around, but it has shifted to FB and Twitter. “Musings” don’t really fit on a blog any more, but it is the perfect fodder for social media.
I am late to the party as far as blogging goes. I’m a novelist (YA and women’s fiction) and I recently started interviewing YA and WF writers about their process, looking at specifics like world building, inspiration, daily writing routines, etc. I need to learn more about SEO to make it work, I think.
SEO is important if you want long-term search traffic (e.g., Google organic search traffic). To get search traffic, you need to think about: what searches should bring people my site? Then you create content that builds a strong signal for those searches.
For example, if you want people to find your site because they’re interested in learning about world-building for YA fiction, then you’d be posting interviews or articles on that topic, using those terms in the headline/title of the article.
It’s very hard to rank or have your site turn up for general search terms like “YA fiction,” but easier when you attempt to dominate a niche (like “world-building in YA fiction”). But before you put in the effort do that, go back to the beginning: Why do you want to be found for this term? When people do you find you through this term, what should happen next? (They buy your book? Sign up for your newsletter? Hire you?)
I discuss SEO quite a bit in this clinic about blogging: https://youtu.be/Otv-1-sLvck
Thanks for these valuable insights, Jane. The guilty ‘must blog’ thing is hard to deny, but there are some bloggers whose posts I always devour greedily, however infrequently they appear.
This article confirms what I had suspected, and came at a good time for me. I recently took the plunge into full-time freelance work (non-fiction, for now) and there is a lot of pressure to have a blog. I’m a gen-X who still has that outdated bias against blogs as illegitimate (I know, I’m working on it), and am trying to find a good balance. I have a regular gig, but created my website to both showcase my work for clients and as a vehicle for showing some of my own voice (I primarily write for a very structured publication). This article is a good reminder to keep a healthy balance and not waste too much time on it!
I couldn’t agree more! There are so many opportunities to show your work and share your voice—a blog is but one vehicle. I hope you find the right platform and/or balance for you.