People need content. To beat those who already have frequency, the most sizzle, the best personalities, and overall distribution strengths, you have to change the rules.
The Internet and in particular social media have empowered thousands, perhaps millions, to start their own businesses. One outcome of the social media movement is how easily people become “thought leaders” or topical influencers. As a result, we have many paper tigers running about, almost indistinguishable from the ones with real teeth with one singular exception: Results. Last week for PRSA-NCC and this morning during a keynote at Brand Camp NYC I discussed this exception, and its critical role in creating true market leadership. When content and personal branding techniques online quack and act like ducks, many readers are quick to believe. Yet results are not necessarily associated to the voices, creating a problem. Because we have hit a saturation […]
Image by kopper. More brands and people continue filling the channels with their blogs, infographics, white paper, etc. As a result, we’re experiencing a deluge of content, most of it suffering from over-messaged, self-important corporate sales talk, or worse, shoddy workmanship. There’s no better example of this issue than our own marketing space where the effort to produce consistent content creates an ever increasing level of drivel. In fact, there’s so much “me, too” content, getting beyond a headline skim requires some real shake-up in the social media marketplace or a dramatic post. When readers find themselves inundated with ever increasing quantities of the same, creators find themselves producing content with diminishing value. The situation devolves to the point where […]
This post was almost titled “Eating Kawasaki,” but the issue extends beyond Twitter behavior and influencers. The general state of online conversation continues to devolve into a snarky, nasty tar pit, in turn impacting the outside world by destroying real relationships. That should not be a surprise, people who exist online interact in real life. As bad manners become the norm online, they inevitably affect their real life relationships. A recent study reported by Reuters and Marketing Pilgrim, showed that “78 percent of 2,698 people reporting an increase in rudeness online with people having no qualms about being less polite virtually than in person.” The above infographic shows more factoids from the study.
Image by Hash Milhan Brian Driggs asked me to discuss self-publishing after reading my sordid Fifth Estate story. While I don’t want to dismiss traditional publishing altogether, I can only speak for myself. I will self publish my next book. There are several reasons, but first let’s discuss two reasons to consider traditional publishing: Prestige If you are published by a traditional house, particularly one of the majors, there’s a prestige element. Most “published” authors, some business people, and at least outwardly almost every publisher looks down on self published authors. As someone who attended American University and then Georgetown University, the published prestige is comparable to Ivy League snobbery. And for the record, American challenged me more intellectually than […]