Although blogging is nearly as old as the Internet, it still feels like something is amiss.
From Dustin Curtis' Svbtle to Ev Williams' Medium, there is a feeling afoot that existing platforms for blogs and long-form content still need a lot of improvement. Five years ago, early platforms like Blogger gave way to micro-blogging and networks like Tumblr.
Now we're seeing the pendulum swing back with platforms for longer-form stories and media.
SETT is a blogging platform that's looking to emphasize community, so that new users can find a right audience immediately and long-time bloggers can interact with higher-quality commenters and contributors.
Aside from features that are now standard these days like a news feed of content and WYSIWYG editing, SETT has a top bar where it's easy for bloggers to track comments or even private messages from others in the SETT community.
From the start, when new users sign up for an account, SETT refers readers to your site. It has a word-matching system internally that compares posts to one another. If a reader happens to like a post about one topic, the platform will recommend other similar ones to them.
The site is the brainchild of a long-time blogger named Tynan (who declines to use his last name online ever) and Todd Iceton, a developer who worked for Nutshell Mail, the company that was acquired by e-mail marketing giant Constant Contact.
Tynan has been actively blogging for six years but found that it was a bit of a slog for any new user.
“For people who are just starting out, their biggest hurdle is just getting that community first,” he said.
There are other features meant to enhance a reader's relationship with a blogger like a simple, one-click e-mail subscription system. Subscribers get notified of new posts and new comments on posts they've decided to individually follow.
Readers can also start their own independent discussions about posts in a community section, where they can see who is online and which posts are being actively read by a lot of users.
The site has had about 100 or so active blogs in beta form, but they've opened it up since. Some of the more popular voices on the platform are entrepreneurs like Dick Talens, who co-founded 500 Startups-backed Fitocracy and blogs about how to stay in shape.
The bootstrapped startup earns revenue through premium or subscription accounts that range from $12 to $99 per month in cost. At the higher-end of the range, users get more image-hosting space, subscribers and customer support.
As for the competition, Tynan and his co-founder Todd say that, while they have respect for the other platforms, Svbtle doesn't encourage commenting. In any case, they agree that something needs to be done to update outdated blogging formats - even if starting a web-first blogging platform in 2013 seems a bit anachronistic.
“Both are expressing frustration with the standard format. The WordPress model hasn't changed in 10 to 12 years,” Tynan said. “Their model is kind of broken.”