博客与个人写作2020garron.blog
博客并未消亡
Blogging Is Not Dead
导读
这篇文章讨论博客是否已死的问题，HN 评论区的共识是：博客这种形式并未消亡，但博客的“发现机制”确实几乎消失了。对写作者而言，这篇讨论值得读，因为它揭示了高质量长文在当下分发环境中的真实回报，以及聚合平台如何改变了写作与阅读的关系。
可以直接用的写作要点
- 01
博客没有死，死的是发现机制：写作者不能只埋头写，还要主动通过 RSS、邮件列表、社区分享来建立自己的分发渠道。
- 02
高质量内容投入 50 小时可能只有 30% 的机会被看到，而随手写的标题党文章也有 10-15% 的机会——要清醒认识这种回报率差异，靠热爱而非流量维持长期写作。
- 03
不要执着于“博客”这个特定形式：按时间顺序发布内容的“网络日志”从未消失，只是迁移到了聚合平台，关键是拥有自己的内容阵地。
- 04
跳出技术圈看博客生态：其他领域的博客被广告淹没到几乎不可用，保持干净可读的页面本身就是一种竞争优势。
HN 评论精选
高质量写作的流量回报率远低于水文，读者应主动用订阅和分享来支持好内容
如果你想看到更多高质量博客文章，我强烈建议采取行动去推广和鼓励它们：发现持续产出优质内容的博客就订阅 RSS 或邮件列表；把好文章（新的或旧的）分享到 Hacker News、Reddit、Twitter 等社区；给优质内容点赞转发，举报明显的营销垃圾；在博客下留言或给作者发邮件。即使作为个人，这些行动的影响也比你想的大得多。我自己曾大量写博客，内容虽带营销目的，但我投入大量精力写出自己真心愿意读的高质量文章。一篇我花了 50 多小时、非常自豪的文章，大约有 30% 的概率登上 HN 首页；而一篇只花一两个小时、标题还不错的水文，也有 10-15% 的概率。算下来，写高质量内容的投资回报率明显低得多。而且，花大量时间为别人创作却无人看到，也挺让人心碎的。HN 的“二次机会”队列是朝正确方向迈出的一大步。
foob查看英文原文
If you want to see more high quality blog posts, then I highly recommend taking actions to help promote and encourage them. Sign up for a mailing list or subscribe to an RSS feed when you find a blog that consistently produces quality material. Post new or old content on Hacker News, Reddit, Lobsters, Twitter, and other communities where you think they would be a good fit. Upvote and retweet quality content that you run across, and flag stuff that's blatantly marketing spam. Leave comments on the blog or reach out to the author over email. Even as a single individual, these sort of actions have a much bigger impact than you might expect. I used to blog extensively, and I've spent a lot of time thinking about this. The content I would write was loosely for marketing purposes, but I put a lot of effort into generating high quality content that I would genuinely enjoy reading myself. An article that I spent 50+ hours on and felt very proud of might have a 30% chance of reaching the front page of Hacker News. A fluffy post with a decent title that I spent only an hour or two on would still have a 10-15% chance of front paging. The way the math works out, it's simply much lower ROI to generate quality content. It's also a bit heartbreaking to invest a lot of time making something for other people to enjoy only for nobody to ever see it. The second chance queue on Hacker News is a major step in the right direction, and I'm grateful for all the times where my posts were given another chance. A lot of great content still slips through the cracks however, and relatively small actions by community members would go a long way towards helping incentives align towards generating quality content.
博客生态的真正问题是发现机制消失：RSS 被边缘化、平台封闭化、内容迁移到巨头控制的视频形式
博客没死，但博客的发现机制基本死了。十五年前（大约到 2009 年 Facebook 取代 MySpace 那会儿），有大量围绕博客发现的服务和创业公司。甚至到 2010 年代初，Tumblr 还是容纳多种亚文化的繁荣社区（如今基本只剩粉丝圈）。但现在呢？垃圾评论帮着杀死了 pingback/trackback；RSS 还活着但常被隐藏，很多静态博客引擎甚至不默认提供，浏览器也极力否认 RSS 的存在——想找到任何规模的优质同类博客都极其困难。Google 十年前就关掉了博客搜索。此外，我们的交流迁移到了不允许便捷分发的封闭平台（比如 Facebook 多年前就不让自动发布博客内容了），或者迁移到依赖巨头（YouTube、Twitch、TikTok）且创作者门槛高得多的视频形式。
filmgirlcw查看英文原文
Blogging isn't dead but blog discovery basically is. Fifteen years ago (through about 2009, I would say -- about the time Facebook demonstrably took over MySpace), there were tons of services and startups built around blog discovery. And even into the early 2010s, Tumblr was still a thriving community that paid host to many different different subcultures and demographics (whereas today, Tumblr is largely fandom). But now? The spammers helped murder the pingback/trackback -- RSS is still alive but it is often hidden and isn't even always a default for various static site blogging engines -- not to mention the lengths web browsers go to to deny that RSS even exists -- and the art of finding quality like-minded blogs of any size, is incredibly difficult. Google had a blog search part of its search engine but shut that down nearly a decade ago. (Frankly, the fact that Google keeps Blogger running is sort of amazing, although I would be shocked if more than one or two full time employees worked on it -- I have to assume all the maintenance is done by vendors and contractors.) Moreover, we've moved our communications to silos that don't allow for easy syndication (you haven't been able to auto-publish your blog/website to Facebook for years, for instance) or to formats (video), that are reliant on major giants (YouTube, Twitch, and to a lesser but growing extent, TikTok) rather than a user's own platform -- and that require a much higher barrier to entry for creators than blogging ever did. Way more people consumed blog content than ever regularly made their own blog -- but now it's even greater. But beyond the various platform silos and the move away from decentralized to closed social network behemoths, blogging also never properly embraced mobile. The act of blogging on mobile was too difficult for too long (Tumblr being the one exception), while Facebook and Twitter were quick to become mobile-first (and in Twitter's case, was originally designed for mobile). Blogging isn't dead but the curation and discovery tools that made it really take off in the 2000s is. As someone who owes their entire career to blogging, this makes me sad. But it is what it is.
技术圈外的博客被广告毁掉，干净无广告的页面是技术博客的隐性优势
跳出软件开发博客的圈子吧。花三分钟看看木工博客、菜谱博客、园艺博客——你会发现它们全都塞满了海量广告，完全没法用。我清楚这一点，因为我妻子要翻阅这类内容，唯一的方式就是用广告拦截器。我不装拦截器，因为我常访问的软件类网站基本没广告。菜谱博客最糟糕。
rhacker查看英文原文
Get out of the software development blogging bubble. Spend 3 minutes looking at each of the following: Look at woodworking blogs, recipe blogs, gardening blogs. One thing you'll note is that those are all filled with a shit fuck ton of ads and are completely unusable. I know this because my wife wades through that stuff and the only way she can is by using a blocker. I don't use a blocker because very few of the software specific websites I visit have ads (generally). Recipe blogs are the worst - here's a sample from pinch of yum: https://imgur.com/A4e53R5
博客形式衰落但“网络日志”未死，真正的变化是内容分发从个人站点转向中心化聚合器
我们对“博客”这个概念过于执着了。实际上，“网络日志”从未消亡，只是这种特定形式随时间衰落了。博客是按时间顺序发布文章的网站，但这个定义排除了 Facebook 和 Twitter。区别不在自托管——Blogger 和 Wordpress.com 也托管博客——我认为区别在于聚合。Facebook 把你的帖子和所有人的帖子混在一起，由它来策划信息流，有钱人可以绕过这种策划。别误会，我有自己的博客，也多年前删了 Facebook 账号。但说实话，这种形式不如中心化聚合器好用——聚合器能把最热门的内容顶上来，这正是我们都在 Hacker News 的原因。聚合还带来了社区讨论等附加功能。聚合器在所有指标上都是“最佳”形式吗？不是，但它让我不用费太多功夫就能读到喜欢的内容，所以我来了。
jakevoytko查看英文原文
We're overly attached to a specific idea of a "blog". In practice, "web logging" never died, even if the specific blog format has diminished over time. Blogs are websites that host posts in chronological order, but defined in a very specific way that excludes your Facebook and Twitter. The difference isn't self-hosting - Blogger and Wordpress.com host your blog. I reckon the difference is aggregation. Facebook groups your posts with posts from everyone else. They get to curate individual feeds. People with money get to bypass the curation a little. Don't get me wrong, I have my own blog (link in profile) and I deleted my Facebook account years ago. But quite honestly, the format is less usable than having centralized aggregators that float the most popular content to the top. This is why we're all on Hacker News, right? The act of having the aggregator allows extra features to be overlayed, like community discussion. Are aggregators the "best" format by every metric? No, but it allows me to read content I like without doing a lot of work, so here I am.
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