Creating Advanced Content and the Role of Deeper Discussions on Blogs

by Mack Collier

If you think about it, one of the fastest ways to truly establish thought leadership with a blog is to continuously create high-level content around a subject.  Yet very few blogs do that, and the ones that offer high level content on a frequent basis typically have a very infrequent posting schedule.

Does that mean that most people are simply incapable of creating more advanced content?  I say no, and offer two reasons why most bloggers aren’t creating more advanced content:

1 – Saying ‘Here’s What I Think’ can be scary.  When you write more advanced content, you are often ceding the role of expert and acknowledging to your readers that you don’t have all the answers.  That can be very scary for some people.

2 – More advanced content typically gets less engagement.  THIS is the biggest reason I believe why most of the content we see in this space is 101-level, and not 301 or 401 level.  In general, basic content gets shared, more advanced content gets mulled over.  And just like the blogger can get skittish about admitting that they don’t have all the answers, so can the reader when they go to leave a comment.


So at the end of the day, how do we as bloggers create more advanced content on our blogs?  That’s the topic I want to discuss tonight at #Blogchat (8pm Central time, Sunday night).  But before we chat about it tonight, I want to offer one example of how we can do that on our blogs, and it ties back to a method I actually use during #Blogchat:

Create more advanced content by first creating deeper discussions. 

First, if you’ll notice the majority of the topics we cover at #Blogchat are more 101-level.  There’s a reason for this, as stated above, 101-level content lowers the participation barrier.  When the topic level is 101-level, it’s easy for more people to feel like they are an expert, and thus they feel more comfortable joining the discussion.

The simple fact is that most people, especially regular participants of #Blogchat, are completely capable of engaging in and contributing to more advanced conversations.  But many people don’t believe they are, and I think it’s the job of the host (whether on Twitter or a blog) to bring out deeper thoughts from participants.  This is something I don’t do very well.

So I will save the rest for tonight at #Blogchat, but if you will be joining us (thank you!), please be thinking about ways that we all can create more advanced content.  And at the same time, how can we create more advanced discussions around our content?

See y’all at 8pm Central!

Pic via Flickr user Appalachian Encounters

PS:  If you want to leave comments here now, please do and we can carry the conversation over to #blogchat when it starts tonight!

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