Robert Scoble is the brains behind the blog Scobleizer (which he’s just abandoned in favour of solely microblogging on Facebook), and a well-respected authority on social media, tech, and blogging. He has worked for Microsoft, and is currently with Rackspace. We were super-fortunate to grab a few minutes of his time to answer five questions about how to make your tech blog a success.
What do you think are the essentials a tech blog should have in order to be successful?
Define success! For some, it might be just getting an industry discussion going. Others might want to build a media business to the place where they can quit their day job and do this full time.
In each, it really is simple: make content other people want to read, discuss, and share.
Of course, if that was so easy everyone would have a famous blog.
If I were starting out today I’d pick a niche that I could own that will get bigger over time. Today that might be Wearable Computers. Tomorrow? Brain interfaces or robots. These topics don’t yet have a blog that is dominant. It’s a lot easier to get going in a smaller niche that doesn’t yet have strong blogs.
What are the topics you’ve found really resonates with the readers? What seems to get the most engagement?
Drones. But, seriously, if you try writing about drones it’s too late. The trick is to find something that will be big tomorrow. If you had an exclusive insight into the Apple Watch, for instance (something that hasn’t yet been reported) that will do very well.
For newer bloggers, or those wanting to turn their tech blog into a business, what would you suggest focusing on first?
I would pick a small niche. Cover it to death. There’s no way you can really blow away Techcrunch, Verge, Re/code, in overall tech space unless you have millions of dollars. But, you can become the world’s leading drone (or brain interface, or robot, or wearable computer) expert and use that to edge your way into a business.
It really comes down to content. Do you have something that no one else has? Marques Brownlee, for instance, has a unique take on gadget reviews. Others focus on tech out of just a single country like China or Israel. Yet others, like Julien Blin, or Redg Snodgrass are trying to own the wearable space.
What is the hardest thing about being a tech blogger, and how have you worked to overcome that?
Sitting through all the pitches is the hardest thing. To find the next big thing you’ve probably got to see 150 so so companies. Maybe even more. I’ve been pitched in bathrooms (no no) and on the street at 2 a.m. at SXSW (also a no no). How do I overcome that? Always be nice, sit through a few minutes, and if you aren’t interested, say so and why. That said, most of the time now I only see things if referred by someone I trust.
What’s the best advice you’ve been given about blogging (or business in general?)
Be real. Don’t be corrupt, or better said, disclose conflicts. Dave Winer showed me the power of that more than a decade ago and it still serves me well today. It’s why I share so much of my private life. All you really have is your reputation. It’s why I work so hard on personal relationships with people across the industry.
What do you think? Have you experienced something that Robert has mentioned? I’d love to hear about it!