MSP blogs shouldn’t be like reboots or sequels— those get tiresome. How much attention deficit exists in our current society that we’re now coming to our third Spiderman reboot in the last 17 years? And superhero movies aren’t the only sequel vehicles that are quickly coming to define what’s now the “blockbuster.” Is originality so dead? Are there really no new stories to tell? Why does Hollywood love sequels so much? The first film in the franchise is usually good, but it sets the bar high. It’s rarely, if ever, that a sequel can, in any way, come close to the original. Oftentimes, they don’t do nearly so well at the box office.
The same truth is evident when it comes to MSP blogs. Recycling old material may seem like a good idea at the outset, but just like The Hangover 2, it usually isn’t. But the reasoning behind making such recycled blogs and films has to do with statistics. Producers think they can squeeze more money out of a given market and, to a degree, they’re right. What they don’t realize, or ignore, is that they curtail the success of future series installments by exhausting their audience with rehashed material. The third movie in a franchise has a high propensity to go straight to video, because by that time, those producing the series realize they have little to no hope of capturing an audience. Though, to be sure, video and even DVD is largely outmoded in this day and age, so maybe the proper term should be “straight to NetFlix,” or “straight to Hulu.”
Find an Organization Introducing New Material
You don’t want a group to recycle a blog with a different title and slightly reworded text— that’s a sure way to lose your audience. The key to retaining readership, and thus the marketing effect of a good blog, is to continuously provide new information: new content, new substance. You want a blog that deals with all aspects of life, not just the same thing over and over. You want a thought leader operating from a perspective fraught, with unique angles that can be highlighted and exploited.
No Need to Reinvent the Wheel
On the flip side of that coin, you don’t need a blog that seeks to be so undeniably original that it never touches any old ground. A successful franchise of films can produce multiple installments without repeating itself, and so can a successful blog.
As an example, look at the original Star Wars films as opposed to the prequel trilogy. The original series produced new content the right way, the prequel trilogy didn’t, and both broke new ground.
From A New Hope to The Empire Strikes Back, a complete tonal shift is evident. Whereas the first film was a groundbreaking special effects masterpiece with solid marketing in the realm of toys, a classic “hero’s journey” arc, and a satisfying conclusion which even included an award ceremony, the second film completely flipped the first on its head. From a desert planet, we went to an ice world; from unencumbered space to a field of asteroids, from the victory of the heroes to their seeming defeat. This opened the door for a third sequel, Return of the Jedi, which took all the positive aspects of the previous two films and combined them. The mystic ethos of “the force” matured, the twist at the end of Empire was fulfilled, and the space battle of the first film was fully realized with a no-holds-barred budget.
But when the prequels came out, they tried to break new ground again by introducing new themes and plot structures and failed miserably due to a lack of oversight. George Lucas didn’t have any producers to contend with, he had an unlimited budget, and an indefatigable audience. So he produced new content, but it wasn’t an interesting content.
MSP blogs should feature several things:
- Continuously New Material
- Proper Utilization Of Successful Technique
- Proper Oversight To Ensure Quality
- Engaging Material
- Useful Content
To get a good idea of an MSP blog’s readability and success in these fields, read their output and see if these features define it. The best blogs certainly will reflect these concepts.