How do I turn a successful World Cup blog into a soccer groupblog?

July 10, 2006 5:27 PM

I have a World Cup blog that's been so successful I've been asked to turn it into a regular soccer (football) blog by the powers-that-be. I need some help coming up with a plan for doing that.

I signed up with the local paper to write a World Cup blog. I was hoping that it would be a collaborative effort, but it wasn't -- I ended up riding solo for all 64 games. It was exhausting for me. I recorded at watched every game (at least parts of them), dug out interesting articles, and spent a lot of time just writing content.

Yet, the blog has been a stunning success. It was getting 5-7 times the traffic I expected. They're the best they've ever had for a non-staff blog.

They're so impressed that they've asked me to continue on and turn this into a world soccer blog. The problem is that this was a really exhausting enterprise, and I really don't feel qualified to talk about anything but the leagues I know about and watch.

What I need is more writers, people who love the game and are willing to write about it for free. As well, I need a plan going forward for this thing. I know that I can't get back to Cup level readership, but I want to build something interesting enough to draw in a wide audience.

So, three questions:
Which leagues/nations should I focus on?
Is there some niche that comes to mind that hasn't been covered by the blogosphere?
And where should I advertise to find soccer/footie writers, preferably in the Seattle area?

posted by dw to sports, hobbies, & recreation (13 comments total)

First of all, I think you need to get over the Seattle-local preference. This is THE INTERNETS and global collaboration of this type is what it is good at (yes, I know managment of these things are challenging, but what a skill to have, huh?).

Second, don't worry about your knowledge level. It was obviously pretty good for the WC, so just run with what you can. You now have a knowledge base that covers the premier players in all of the best leagues around the world. Talk about what you can, link to what you cannot, just providing the resource and the connections that you have from the WC could be a great service.

Put an ad together quickly and try to get onto some of the world cup forums while people are still talking. AM radio teaches us that sports is full of nothing if not the fans that think they know everything and have hours and hours to pontificate over it. Find those people and give them a forum. Hell, put their picture up next to their name and let them live in neverending digital glory.
posted by jmgorman at 5:58 PM on July 10, 2006

Oh, last thing - make sure you know what you are worth. Newspapers are scared as shit right now and they see you as providing them with an audience that they cannot otherwise reach. Don't be afraid to ask for your actual value. Negotiate performance goals and rewards for meeting those goals (and proportionate rewards at that - 5-7x more visitors = free coffee in the office).
posted by jmgorman at 6:01 PM on July 10, 2006

Which leagues/nations should I focus on?

England, Spain, Italy. the German league isn't nearly as interesting. and the Dutch league is basically Ajax.

also, follow the Champions League and you'll have the best of European soccer, with the best players
posted by matteo at 6:08 PM on July 10, 2006

And where should I advertise to find soccer/footie writers, preferably in the Seattle area?
Your best source for writers is going to be your readership. Have the paper announce your new world soccer blog (preferably with a bit more fanfare than a spot in the "Featured & New" shaded box) and get it started with an exciting post or two. Then make a post to announce you're looking for some writers to help. Do an interview over email, inquire about niche/angle they'd like to cover, ask them to write two sample posts on their niche/angle, and pick some winners.

To encourage readers to migrate to the new blog, you may want to continue mirroring some posts between your new blog and the World Cup blog. That way you have some fresh material on the popular World Cup blog to drive traffic over to the new blog.

Congrats and good luck!
posted by junesix at 6:10 PM on July 10, 2006

And to echo what jmgorman said, don't limit your pool to local writers. Part of the appeal of soccer is that it's a true international sport. If you can get some foreign writers on your group-blog, that would make for some interesting perspectives and discussion and really add value to yours and the Seattle-PI's blogging profile. Imagine the response you would have gotten with European expat writers on staff to write about the World Cup!
posted by junesix at 6:17 PM on July 10, 2006

matteo's answer is good, but I'd also consider what soccer is readily available in your area.

If you're covering those other leagues at all, mention in advance where to watch the games. Perhaps there's a good pub that would like to give you free pints in return for your kind recommendations.
posted by Tacos Are Pretty Great at 6:23 PM on July 10, 2006

And, on both the keep-an-audience and the what-your-worth topics, remember this when auditioning contributors: people like blogs because they have a *voice* that the traditional press tries very hard to stamp *out* of almost all it's reportage (except for columnists).

That's what you are: you're a columnist.

If you're going to get help, remember that they will be too...
posted by baylink at 6:26 PM on July 10, 2006

Wow, it does seem like you tired there by the end (I was hoping for some of the background I've read since the game about Zidane's temper in previous games and his penchant for getting colored cards alongside his goals), but you do show promise.

Perhaps it would be cool if you could use a regular feature that was tutorial like. For instance, I'm really getting into soccer but I have no idea how players come to certain leagues.

For instance say there's this phenomonal 16 year old from Ethiopia. He's good enough for the Premier League, La Liga, Serie A, Bundesleague, etc. How does he end up where he ends up then?

Does it change if it's a kid from South Korea?

What is this transfer fee all about?

Do sucky teams get a shot at the best players?

You could go at it from a slant that sort of educates people as to your love of soccer that's not the World Cup.

I remember having this awesome soccer vibe during the last World Cup but I lost it soon after.....perhaps stronger blongers like yours will keep readers hooked.
posted by skepticallypleased at 6:53 PM on July 10, 2006

I know that ESPN had a ton of bloggers that they were using for World Cup coverage on their site. Most of those bloggers are probably now missing their sense of purpose. I know my sister's roommate's ex was a blogger for Switzerland and would probably love to do something like that. I'm not sure where all those folks hang out, but I bet you could get in touch with them somehow. Congrats.
posted by jessamyn at 7:11 PM on July 10, 2006

I second the tutorial idea. Maybe a place for people to ask "stupid beginner questions"? Becuase I had lots of questions during the world cup I would have liked answers too, but I had a hard time finding them. Like, is extra time always three minutes? and why does the time go up instead of down? and how many times can there be substitutes? and the substitutes are like baseball where if you're used, you're done? and how come the teams end up uneven some of the time? and how many refs are there, really? what language do they speak? what are the big "club" rivialries? etc, etc, etc....
posted by dpx.mfx at 7:38 PM on July 10, 2006

I love the tutorial idea as a feature, as skepticallypleased said.

Regarding the leagues you should focus on, matteo's got it. But you should also consider the Mexican league and maybe even the MLS. I'm guessing that the Mexican league has more followers in the US than the MLS, and it's also one of the highest paying leagues in the world (that's the biggest reason why you don't see many Mexicans playing outside of Mexico).
posted by Penks at 8:11 PM on July 10, 2006

I wish I'd known about your site during the Cup, and I'd love to read a blog that keeps me reasonably up to date with what's going on and has features explaining things like skepticallypleased's "how do they get there?" question. Congrats and good luck!
posted by languagehat at 6:57 AM on July 11, 2006

Thanks for all the suggestions! I do like the idea of content for newbies. I don't entirely understand the transfer rules myself.
posted by dw at 3:33 PM on July 11, 2006