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Great advice on academic blogging from @deandad, someone who has been doing it as long or longer than anyone. I started much later, but this very much reflects my own experience. ihenow.com/2UEj771
Re: Academic blogging, it helps not to think of it as a means to a larger end. While blogging has opened up some opportunities for me, the greatest benefit has been to my own teaching and writing practices. It's a tool to help me figure out what I think & believe.
Also extracting and emphasizing this from @deandad. The internet exists as an attention economy, but writing to draw attention exhausts its fuel very quickly and always winds up in a dead end. Every writer is a "unique intelligence." Write from that unique intelligence. 
