This post, from Jonathan Morrow, originally appeared on Copyblogger on 8/15/08.
Does this sound familiar?
You’ve picked a topic that your ideal readers are dying to know more about. You can write about the topic with authority. You’ve even chosen an interesting angle. In short, you’ve got a killer post that should bring your blog thousands of new readers.
You’re also smart enough to realize that you need to tell other people about it. So, you send an email to all of the top bloggers in your niche, pointing them to the post. Then you sit back and wait for the links to come rolling in.
But nothing happens.
You don’t get any links. You don’t even get a reply from any of the bloggers you emailed. You check your stats, and none of them even clicked the link that you sent them.
No, you got ignored. And worse, you now realize that no one is paying attention to you. You wonder, could you really be that much of a nobody, that no one would even read your email?
Yep. You could.
The Oldest Blogging Myth
“Content is king.”
It sounds good in principle. Produce a truly great piece of content, and you’ll get all the links you could ever hope for.
Maybe it worked too, several years ago. The Web used to be a fairly quiet place compared to what it is now, and it was easier for people to notice great blog posts.
But not anymore.
Now great is no longer good enough. The Web is full of so much remarkable content that bloggers don’t have enough time to read it all, much less link to it.
If you want links now, you need to be more than great. You need to be connected.
The Secret to Building a Popular Blog
Remember the saying “It’s not what you know, it’s who you know?”
Well, it’s kind of true. A mediocre writer that’s friends with every member of the Technorati 100 will become a popular blogger faster than a brilliant writer with no friends at all.
Why? Because bloggers link more often to their friends than anyone else. If you write a reasonably good piece of content that interests their audience, they’ll link to you, mainly because they like you.
The secret to building a popular blog isn’t just writing tons of brilliant content. It’s also having tons of well-connected friends.