“make content that is worth pointing to”

Sure, you want your readers to read your stuff, and you want your site to be well visited. But if that’s your main goal, you’re missing the – er – point. Editors should not be worried about whether their content can “bring people to our site” – that’s simply not a realistic approach anymore. The goal is to make content that is worth pointing to. If you’re feeding the conversation, as I said in my post, the rest will then follow.


John Battelle’s Searchblog
: 10/20/2004