Blogs have turned into the modern-day version of those bodice-ripping Harlequin romance novels. All the elements are there: the drama, the love stories, the catfights and the fact that what you’re reading may or may not have been written by the lady in the fur coat with the small dog on the back of the book cover. The point is that in today’s blogosphere, some of our favorite reading is actually composed by committee.
Come on. You didn’t really think that there was just one person over at Huffington Post or Tech Crunch burning the midnight oil for your reading pleasure, did you? The best blogs are online magazines are built by villages of folks committed to telling the story in a singular voice. Yet how do we find our blog’s voice? Should we enlist others to help with the heavy lifting?
I was spurred to ask these questions after reading KevinMD.com for what seemed like hours. While I cannot say definitively if the title of “social media’s leading physician voice” is something to be proud of, I can say for sure that Kevin MD has a strong and undeniable voice. Long known for its practical advice straight from the mouths of Kevin and his team of doctor-collaborators, the site currently provides an unheard voice in the debate over health care. In effect, the site now has added a political flavor to an already spicy recipe of science, doctor’s orders and medical breakthroughs. Consistent throughout the blog is the tone. Kevin and Co. is selling a knowledgeable blog that is easy to read and lives up to your expectations. Voices emerge when we blog about our passions and things we have strong opinions on. Blogging for our business should get others excited about our company and services too, right? Our fever for the blog should be contagious; otherwise, maybe we need a career change. Seeking out current topics and new stories that relate to our blog helps us develop strong, relevant blogging identities.
In this case, group blogging is successful. In the recent case of Perez Hilton, not so much. When it comes to blog contributors, think of the New York Times. Rarely is there a guest writer in NYT that stands out like a sore thumb. Contributors for your blog are no different from NYT contributors (except for that high-paid writer thing). They need to be writers who “get it” and are able to speak your blog’s language. Until you can identify such contributors, towing the line yourself remains the best solution.
But what say you, Brandsplat readers? What blogs give great voice? Are you aspiring to be “social media’s leading voice” about something through your blog? And does blogging by committee actually work? Discuss in the comments section!