Hans De Keulenaer's Bookmarks tagged communication →  View Popular

Sites that serve as a comprehensive and reliable filter of information on a topic will be read, but they’ll always have to compete with other fast-paced news publishers. To aggregate information is incredibly easy. To process, analyze and situate it within a big picture context while offering an intriguing/unique perspective is considerably more difficult.

Those who can do so will be trusted: they are a valuable knowledge asset for any reader.

Detailed, unique content immediately stands out on its own, even without extensive  marketing efforts. People don’t just want to be informed, they want to better grasp a topic in all its nuances. The joy of consumption lies not only in the skimming of a news story but the processing of new perspectives to enrich a personal worldview or professional need.

Every marketing communication has two parts:

•    The Signal – your message; the thing you want people to take away

•    The Noise – everything else; the things that distract, delay and get in the way of the signal

Most B2B marketing – especially in technology businesses – is so full of noise, the static drowns out the music.

• Once they were your printing presses; now that humble device, the blog, has given the press to us. That’s why blogs have been called little First Amendment machines. They extend freedom of the press to more actors.





• Once it was your radio station, broadcasting on your frequency. Now that brilliant invention, podcasting, gives radio to us. And we have found more uses for it than you did.





• Shooting, editing and distributing video once belonged to you, Big Media. Only you could afford to reach a TV audience built in your own image. Now video is coming into the user’s hands, and audience-building by former members of the audience is alive and well on the Web.





• You were once (exclusively) the editors of the news, choosing what ran on the front page. Now we can edit the news, and our choices send items to our own front pages.





• A highly centralized media system had connected people “up” to big social agencies and centers of power but not “across” to each other. Now the horizontal flow, citizen-to-citizen, is as real and consequential as the vertical one.