When I give presentations about blogging I’m frequently asked:

"How much time does it take to have a successful blog? How much time do I spend blogging?"

These are important questions but I find them almost impossible to answer because I don’t think of my days as being parceled into times I am blogging and times I’m not. I think of blogging as a process – a process that not only generates content at the end, but that itself can become content. That is, I try to turn the processes and tasks I’d already do as part of my job into content.

Journalists and programme makers spend most of their time researching stories or topics. These days, much of that research is done online. The same is true of academics and anyone involved in creating creative content, whether it’s words, images, sounds or videos.

Instead of spending time blogging, it makes sense to turn your processes into content and to re-use your content in front of different audiences. Here’s how:

Bloglines
1. Use an RSS reader to keep track of lots of content. Each day starts here. You can also share a link to the list of feeds you read (here are mine) so that even if you don’t even manage to read any new content on a particular day, your readers can go have a look themselves.

Delicious
2. Once you can keep track of all that content, you’ll need a way to save and organise the best bits of it. Instead of keeping it to yourself by bookmarking it in your browser, or sharing it via email, turn those links into content by bookmarking on del.icio.us. This great video will help you get started. You can even set del.icio.us to auto-publish your links into your blog or facebook page.

Ipm3. Share your rough notes, meeting minutes and preliminary results as soon as you can. Sure, there’s always the risk that someone else might come along and nick your ideas but, unless you’re publishing plans for a nuclear reprocessing plant, it’s a lot more likely some helpful soul will pitch in with a helpful comment, pass you a link or contact, or tell you you’ve got it just plain wrong before you spend too much time and effort on the idea. This is what BBC Radio 4′s iPM has set out to do, wrapping a radio programme around a blog.

2051073116_cb6ca88f87_m4. Post photos, audio or video of the things that you do and people you meet as part of the processes you undertake. But don’t miss this trick – instead of simply uploading your photos to your blog or website, share them on flickr, tag prolifically and link back to your post. The photo to the left was originally used in this way – I was packing my kit bag for Cardiff so snapped a quick photo, put lots of tags on it, and linked back here from the photo. It’s driven at least two dozen visits, some of those possibly new readers.

Cybersoc5. Instead of just reading and replying to comments, pull the better ones out and turn you response into a post. One of my most popular posts in recent weeks has been one where I did exactly this – I quoted from, and responded to, a comment left by a Canadian government official and embedded his video about Social Networking and Privacy into the post. It took me no longer than a quick response in the comments but worked even better as new content.

Facebook

6. Take your content with you wherever you go. By this I mean configure the social networking sites you use, for example facebook (left) to pull in the content you create. My facebook page pulls in my blog posts here as notes as well as my twitter updates, dopplr and plazes locations, flickr photos and del.icio.us feed. It’s no extra work at all once it’s set up but it gets my content in front of a different audience, again potentially bringing new people in.

Twitter7. Use your downtime by generating content as you move. Micro-blogging services such as twitter and jaiku, and location tracking services such as plazes or dopplr, give you the opportunity to keep people updated on what your doing and often allow you to do this via mobile phone. If the audio you listen to is relevant, you can use last.fm to create an online, embeddable profile of your listening. Working on a blog post? Heading somewhere to cover a story, conduct an interview or have a meeting? Need a quick graph for a powerpoint? Using one of the services above let’s you get the word out yet takes just a few moments of otherwise idle time.

Stats8. You probably already use tools like technorati and a stats service such as google analytics or statcounter to track where your traffic comes from and – vitally – keep track of the conversations your blog is a part of. You keep track of this stuff anyway so it’s not much extra work to take a screen shot and post it on your blog so that your audience can help you analyse it since, afterall, they’re the ones who generate most of this data.

That’s 8 ways to turn your processes – things you are already doing – into content. Assuming that at all great lists include at least ten items, what have I left out? What other things to you do to turn the processes and tasks you’d normally do anyway into content?

Cybersoc by Robin Hamman
With over 13 years of professional experience in the digital and social media industry, and a client portfolio that includes some of the World's most recognisable brands and organisations, I've built a reputation internationally as a leading practitioner in the industry.

9 Comments:


  • By Tom van Aardt / 03 Dec 2007 /

    Here’s another tip for turning a process into content:
    Don’t email it if you can blog it. Instead of sending out emails – or worse still mass emails – blog things that you need to share with other people. Unless it’s highly sensitive, it’ll get more feedback as it’s open to more people. Email still has a place, but most ideas improve as they’re discussed by more people.

  • By Robin Hamman / 03 Dec 2007 /

    Good point Tom. I’ve done this a few times, usually when I end up responding to interview questions at length. Thanks for the tip.

  • By Craig McGinty / 03 Dec 2007 /

    Hi Robin
    Something I’ve done in the past is to knit together regular photographs into short movies via something like Windows Movie Maker, only needs to be about a minute/90 seconds long.
    Add transformations and explanatory text, then spit it out and upload to YouTube with links back to your main site.
    Would work well with an audio interview and pics from the event – almost like a SoundSlide presentation.

  • By Eric Engleman / 04 Dec 2007 /

    I like all your tool suggestions. Especially, Bloglines (I work on the product). Don’t forget there’s a new version of Bloglines currently in development at http://beta.bloglines.com.

  • By Charlie / 04 Dec 2007 /

    friendfeed.com is a really simple and useful site for aggregating all your public feeds. Tumblr and Jaiku do a similar thing as well.

  • By JohnofScribbleSheet / 04 Dec 2007 /

    You can also add speaking to people. I have a few friends involved in journalism and speaking to them can often lead to a story.

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    Thank you
    The article is quite remarkable
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About Robin Hamman

I've been helping some of the World's most widely recognised brands and organisations devise and implement strategic digital and social media programmes since 1999.

I'm currently the EMEA Digital Network Lead at Fleishman Hillard. I've previously held a variety of roles including Managing Director of Dachis Group Europe, Director of Digital at Edelman, Head of Social Media at Headshift, Acting Editor of the BBC Blogs and Executive Producer at ITV.

In addition to my day job, I help my wife run an online retail business selling wool blankets - if you're feeling chilly, check out JustSheep.co.uk

I hold a BA in Education, MA in Sociology, MPhil in Communication Studies and a PgDip in Law. I've also been a Non-Residential Fellow at Stanford University Law School and a Visiting Fellow of Journalism at City University, London.

Why cybersoc.com? In 1995, I tried to register, for the purposes of researching "ordinary users", the username Cybersociologist on AOL. They truncated my name and I stuck with it....

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