Movie Cultists, like most blogs, has three basic ways of gaining traffic: search engines, links from other sites, and me pestering friends and family to check my website out.
(Theoretically, there would also be advertising if I wasn’t broke.)
The first two are symbiotic. The more links you have from other websites, the better your search results get, and the better search results you get, the more people visit your site and link to it.
But e-mailing other websites and begging them to put you in their Links section doesn’t really work like it did in, say, 1998. So the best way for a movie blog like mine to get incoming links is to actually break some news. Then all the other blogs will pick up on it and write an article, linking to me as the source.
Of course, breaking news, getting an actual “exclusive,” is very hard to do, because I don’t have any sources. The secretary of the chairman of Warner Bros. doesn’t feed me big stories on the sly, unfortunately.
But I do get occasional interview opportunities with directors and minor celebrities. And this is where living in Washington D.C., paradoxically, is better than living in New York or L.A. Here, because there are fewer entertainment journalists, the interviews you get are usually one-on-ones. In NY/LA, you’ll get bigger stars, but they’ll be roundtable interviews or press conferences with lots of reporters all shooting off questions and then everybody using the same responses, resulting in near-identical interviews across multiple outlets. In D.C., you actually get some alone time, resulting in exclusive interviews.
Last month I interviewed four of the five members of Broken Lizard, the guys who did Super Troopers. They have a new movie coming out this month, but during the interview I also pressed them for some info on the rumored Super Troopers 2.
They didn’t give me anything huge, but they did mention a few things that I didn’t think any other website had yet. So I went home and wrote up a small article containing just the exclusive information.
Since I’m still a site that nobody really knows about yet, I e-mailed one of the big movie blogs, Slashfilm, letting them know that, hey, I just posted some exclusive info that you might want to write an article about. (Internet etiquette tip: this sort of e-mail is allowed if you have something you think might actually add value to their site. Obnoxiously spamming websites asking them to link to your latest top 10 list every day won’t get you anywhere.)
I was in luck: Slashfilm posted an article about it the next day, with a big link back to Movie Cultists. From there the floodgates opened: since Slashfilm is one of the major movie blogs online, a ton of other websites picked up the story — not just movie blogs like JoBlo.com and FirstShowing.net but also the MTV Movies Blog and Comedy Central’s blog.
I was worried that a few sites would fail to track the story back to its original source and credit Slashfilm instead, but I was pleasantly surprised. Pretty much everyone linked back to me.
(The only strange thing about the experience was noticing that a couple of sites had just plagiarized MTV’s article 100%. Strange not because people plagiarize but because it clearly doesn’t work. The sites that did all looked to be very low-traffic hack jobs. What’s the point?)
So what’s the upshot? Well, I got a decent traffic bump that day, enough to make it my biggest day yet. But there’s a long-term benefit as well: getting a dozen or so high-quality, high-traffic sites to link to me improves my search engine standings significantly.
In other words, it was a successful exclusive. Now I just need another one…