When I write about blogging or blog networks on this site, it puts around 700 uniques onto the day’s stats. It also draws some interesting people into the comments section. Why should I not do it?

Despite those facts, there’s a lot of rumbling around the flogosphere [the commercial blogsphere] about the saturation of blogging as a topic. [Here and here] My own belief is that metablogging peaked as a useful activity around a year ago and continues largely as an echo chamber effect within the space. So what’s going on here?

Do you really want to read more about bloggers who blog about blogs now? Is another article about making money online going to contribute to your income? Is a further attack on b5media by the 9rules leadership, going to contribute to the stock of human kindness?

I don’t need to answer those questions. The fact is, subjects get stale with use and time. What was fresh and bubbly in 2005 is flat and fetid in 2007.

The real question is what can you write about that will hit the spot now?

The answer is : … given at the end of the post.

The usual way of framing this query is by asking, “What’s the next big thing?”

The NBT is supposed to be “social media”, something that promotes democracy to the point of anarchy and generates a lot of traffic of the type that just wants to be part of the crowd. What do you get when you invite scores of sheep to a party? A lot of baaaing noises.

So let’s leave social media to the teenyboppers and wearers of white socks. Ken Marlin, a technology investment banker in New York says : “The world is filled with companies that waited too long to sell and missed their window of opportunity. We think this land grab on the Internet probably will only last another year or two.”

There’s an old adage in marketing that when all the people who would buy your product have bought it, the only thing to do is to expand the usage of it. I once created the British campaign for Telex, which was then in every office in the land. My slogan was, “Please confirm by Telex”, and it was designed to educate people in new uses for that wretched old piece of kit.

My teenage niece once told me that she wore Lancome perfume in bed “just for herself”. I recognized instantly the work of a crafty copywriter trying to get people to make more use of a saturated product.

Does it work? For a while, yes, until the even craftier consumer catches on that they’re being manipulated. Eventually you have to admit defeat, or, more likely, you’re superceded by something new and shiny.

Let’s be clear, what we’re talking about here are ways of getting eyeballs to content to drive CPM and CPC advertising. That requires :

* Constant refreshment of the material.
* Knowing what’s going on.
* Writing for a much wider readership than your peer group.
* Improving the content platform to encourage people to stay.
* Targeting usability as a prime reason for writing.
* Keeping the commercial side below readers’ threshold of tolerance.

There are probably many more bullet points for that list, but you get the message.

The other reason is to develop credibility as an author on a topic. Again, a well covered subject.

When I started out writing for the print world, there were hundreds of books, magazines, groups, circles etc. specializing in advising the novice how to succeed — it wasn’t called metawriting in those days. The fact that very few of the advisers had ever succeeded themselves very much, told you all you needed to know about the trade. Blogging about blogging has reached that point now and needs to reconsider its gameplan.

So what’s the answer to the question posed at the beginning of this post?

It’s a fallacy that there’s only one right way forward because there’s only one way back. At any moment going forward there are multitudes of choices available to you. However, the vast majority of them will be beyond you for one reason or another. Some will be dead ends. A few will have promise but are impractical. Around a dozen will be crying out for development.

The danger is you’ll be overwhelmed by the huge number of possiblities and turn back to the comfort zone of the crowd. Your face will set into a rictus and you’ll hear a familiar baaaaing sound bleating out of it. You’ll feel safe.

One thing’s certain though : being a pathfinder and failing is better than following the rest. For the pathfinder who fails gains precious knowledge of fields not previously ploughed. New stacks of possibilities will open up, a step-change in advance of those set before the crowd.

Always push the envelope. Test the future before it tests you.

That was a question I was asked in yesterday’s comments. It needed a bigger reply than another comment would allow, so here goes.

Differentiating yourself as a digital publisher can be broken down into five steps :

1. Find a niche that works.
2. Build credibility.
3. Give away a lot — except the inner secrets.
4. Genuinely have inner secrets.
5. Always be exceptional.

#1. Finding a niche that works is harder than you might think. Most of the niches that work are now maxed out with major operators. Therefore a niche that does work may turn out to be a niche that did work, but no longer does.

Take the biggest online niche of all : Making Money Online. This was the first Big Thing on the internet. Remember all those email newsletters and the never ending surge of autoresponder emails urging you to sign up — “hit ‘em seven times to win a customer”? It was all built on affiliate income and the numbers game of playing with percentages.

It seems so dated now, yet the basic principles still work because they resonate with human nature — which changes only very slowly over geological time.

Problogging is the modern equivalent : creating content for Adsense clicks. Again, it’s a numbers game and the niche is important. It’s the old methodology but with a fresh lick of paint for the New Media generation.

To find a niche that works, I apply the TLA test. Some sites (blogs, if you like) sell out on text link ads very quickly. Others, with the same or more traffic don’t. It’s the best indicator I know of whether a niche will work online or not. Try it on 10 ideas, each with a different site. Get PR, submit to the TLA site, stand back and watch the winners and losers. Eliminate the losers.

#2. Building credibility as a writer and publisher is essential if you’re going to sell digital products. That product may be blog posts to attract advertising, or ebooks that sell direct. Let’s concentrate on the ebooks as the blog/Adsense thing has been more than adequately covered.

If you want to sell an ebook that you’re writing yourself, you first have to establish yourself as an author; as a dispenser of accurate information; and as a reliable picker of techniques that no-one else can match.

That’s a tall order, but what did you expect? Only 5 percent of aspirants ever succeed in any enterprise. They do because they have talent — why would you choose to be a digital publisher if you didn’t? And they have grit — they are prepared to stick to the task until they succeed.

You build credibility the slow way, using the old publishers’ dictum : show don’t tell.

Don’t keep telling everyone how wonderful you are — show them. Write something that arrests their attention. Keep writing something that continues to arrest their attention. Nothing else matters but that.

#3. In other words, give away a lot, freely and without flinching. Look at Darren Rowse at Problogger.net. He pours forth his bounty with great abandon every day, and it’s all the product of having actually done the job himself. His readers know that, so they give him the benefit of the doubt and stay attached.

Imagine if Darren released an ebook : The Definitive Problogger — All the Inner Secrets of Making Money Online and From Your Blog. It may only contain what he has written many times before but is now diffused all over his site. But people won’t see it that way. It would sell.

The most recent legend is the 37Signals ebook which took over $30,000 on its first day. They had established their reputation as providers of simple, small-scale software solutions that worked. They had the credibility. They offered access to the inner sanctum.

Giving away a lot of your experience is the only way to establish that kind of credibility. But always keep a little back — what in the publishing trade is known as The Killer Fact.

#4. Inner Secrets or Killer Facts are rarely as potent as they sound. But you must have a few, especially if you give the impression that they’re there in the inner sanctum.

For example, in my forthcoming book, The Syntagma Story, there are 37 killer facts, each one bigger than the one before.

See what I mean, you’re reaching for your credit card before I can get these words onto the screen.

#5. Always be exceptional. Never follow the trend or the crowd.

A farmer I knew once complained that European Union subsidies were useless because once they were announced for a particular crop, every farmer in Western Europe would start growing them, and in two years there would be a massive glut. At that stage the loss from the crop would greatly exceed the cash subsidy.

Think long-term, avoid the Gadarene rush to The Next Big Thing.

* Build credibility.
* Discharge your inner secrets in your commercial products.
* Do a great job.
* Always be exceptional.

The word “blog” and its derivatives “blogger” and “blogging” must be the most commonly used words in the blogosphere. You simply can’t get away from them. Some bloggers use them in every other sentence — at least.

For me, each time I read one of them in a blog, it’s like a very large cow pat falling from the sky in front of me. Bloggers [splat] who give a running commentary on their blogs [splat] and their blogging [splat] and then do the same for other bloggers [splat] and their blogs [splat] really need to get away from their blogs [splat] more.

The whole subject of blogs, bloggers and blogging [splat, splat, splat] has been obsessed to death on the internet. Even if you use asterixes you can’t escape : as in bl*gs, bl*ggers and bl*gging [spl*t, spl*t, spl*t].

Don’t get me wrong, I love the art and freedom of ******** [*****], but I just don’t want to see that word again in case one day a cow pat lands on my head [splat].

The newest crib on the block for Syntagma Digital is the second of Guy Adams’s three new webtitles : The Dark Room - Literary Worlds of Horror, part of our Allusionz network magazine.

Guy Adams is a full-time professional author and writer, as well as being a partner and senior editor in the British publishing company, Humdrumming.

Horror…for many years a fictional genre that has suffered from a less than sterling reputation.

If ever an argument against over-exposure exists in fiction writing then Horror is the perfect example. For hundreds of years writing about the darker things in life (both real and supernatural) was considered a rich and healthy pastime. Shakespeare was no stranger to the Grand Guignol of storytelling, Dickens was a sap for the ghostly tale…a glance at a school syllabus will see old staples as Stoker and Shelley deemed perfectly valid ‘classics’.

Also watch out for Guy’s The Hack’s Progress, which will be up and scribbling next week.

Read The Dark Room.