Is it worth the effort?

Pete Freitag’s List of Cheat Sheets and (more interestingly) how digg and del.ic.ious is giving him extra traffic. His content is a little more technical than stuff I would write for example, but it raises the question of how much effort the writer should expend on publicizing content? I’ve been blogging for 5 years now, and let me tell you, doing all the linkswapping and link submissions and exchanging of emails and comment management is just one time-consuming bitch.