Turns out I forgot the final step on "Thing 2..."
What makes a good blog? Intelligence, first of all. In a "real" live discussion, there are some who speak to be heard (by themselves?), and others who genuinely have something to add. A good blog is articulate, generous (if possible), informative and/or persuasive...just like a good writer or speaker.
I will be challenged, encouraged, or changed in some way as a result of reading it.
How do blogs enhance existing web sites? Blogs allow nuance and alternative viewpoints to surface. There is generally one "official" voice or position of a site, and blogs can function like the discussion following a presentation.
Are blogs an easier way for people to self-publish. Without a doubt. Just like with independent music, however, there are advantages to having a label or a publisher. Those marketing people sometimes know what they are doing.
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