Do You Have Info?

If you’re reading this site then you know what I do for a living; I write and edit posts at WoW.com. Some of these are true blog posts, others are news articles, and still others are encyclopedic features that take months of work. I want to ramble for a minute about diversification in blog posts.

Here’s a bold statement for you all: talking just about World of Warcraft is very boring. One of the great things about the game is that it lets you combine many other aspects of your life into it. Have a bunch of friends that play it? You’re probably going to spend the majority of your time talking about non-Wow related stuff while you’re in game. This isn’t a bad thing, indeed it’s a great thing. The inclusion and ability for non-game related material in game will, and might have already, extended the lifetime of the game many times over.

That same diversification should be taken into account in blog posts about WoW. Note that I’ve made a distinction above of the different types of posts WoW.com has. Blog posts are very different from encyclopedic reference posts. You shouldn’t include a Monty Python joke in a 50 page knowledge dump about in-game mounts. But you should include a Monty Python joke (or two) in a blog post where you answer random questions.

An example of this was The Queue that I wrote today.

I’ve reached this conclusion about diversification and inclusion of external non-game content based on the feedback we’ve had to The Queue. When something like Hawaiian Pizza is mentioned, we’ll get 75 to 100 comments talking about Hawaiian Pizza. Post some music or comic reference, guaranteed to get lots of comments on those references too.

Last week my fellow editor Alex Ziebart included some music to listen to while reading The Queue. People loved it, and we’ve continued to include optional reading music. The music doesn’t have a damn thing to do about WoW, but it’s still a piece which people seem interested in and want to comment on. That helps build a community, which means the site gets more traffic and will be around much longer.

Now on a scale of WoW.com, where the site is already well established, has been around a long time, and will be around for a long time to come, it doesn’t have an immediate impact on community building and traffic numbers (however we do see popular and well written articles have increased traffic, of course, just like anything else). But when everyone at WoW.com suddenly starts building communities of readership around their posts and columns, the site’s heath sky rockets. This is true for any long established blog. Just because you’re big, bad, and are pulling in billions and billions of visitors a day doesn’t mean you can’t improve. And that improvement, is, well, awesome.

This might seem like a justification for including off-topic content, and in some ways it is. But it’s also a recent epiphany of sorts on pulling in readers and keeping them here.

Anyone can have a blog, but only the special blogs will make a reader raise an eyebrow at their content.