Web Ink Now

Language Barrier

I get dozens of press releases a day so it isn't surprising that I've developed a number of pet peeves. Number one on my list? Platform- (or technology-) agnostic. Hello, when I was growing up, this word has one very specific meaning, which applied to the existence of God. Somehow I doubt that, despite the potential for delusions of grandeur, even tech firms actually put themselves quite in that stratum (thuogh with the amount of mission critical enterprise solutions out there, I could be wrong). Anyhow, I ran across an article called High-Tech Marketing May Confuse Customers that not only had me laughing, it made a lot of sense. The way we abuse the language, it not only stops making sense, but stops accomplishing what we want it too. Of course I found myself completely busted right along with marketing writers. The culprit? Viral marketing. Yep, I not only dig the concept but have also been known to use and abuse the term.

Why don't traditional publishers leverage content on the Web?

With my new book “Cashing in with Content” now five months away from publication, I visited the midwinter meeting of the American Library Association this weekend. The huge show featured 800 exhibitor booths including hundreds of publishers plus other companies serving the library market (stuff like shelves and furniture, audio/visual equipment, databases, and so on).

I was hoping to see what’s new in the world of book promotion. Although it was certainly fun to pick up pre-publication editions of the featured titles publishers are pushing to be hot for upcoming release, I was disappointed by how similar the online marketing of books is.

Consider one category—Children’s Books. I jotted down the names of the publishers that had the largest and most trafficked booths and then went back to check out the Web sites. The sites all feature a photo album approach of pretty book covers with marketing blurbs. There didn’t seem to be any innovative organization, other than by age category (young kids, middle school readers, etc.)  Sure the sites were all well designed, but the basic navigation was forcing a visitor to wade through countless books. Harcourt and Hyperion did a better job than some of the others with the book listings themselves, offering links such as How To Buy (both consumer and book trade buyers), More Titles by This Author, Author's Biography, and Author's Website.

It’s just amazing to me that companies with the most content at their disposal – publishers – seem to do a poor job of cashing in with that content.  Also interesting is the online version of the show guide , which has all the information about each exhibitor, does not include a listing for the company Web site. I had to use a search engine to even find these publishers on the Web.  It seems that print publishers are simply rooted in print marketing.

Here are some children’s book sites to check out:

Farrar Straus Giroux Books for Young Readers

Harcourt Children's Books

Hyperion Books for Children

Penguin Young Readers Group

Random House Children's Books

Simon & Schuster Children's Publishing

Should Corporate Board Members Blog?

I ran across a fascinating and well-researched analysis Why corporate boards should blog on IR Web Report. In the analysis, authors Dominic Jones and Pam Agnew argue, "we are convinced that the technology offers a highly attractive opportunity for forward-thinking directors and boards. It enables boards to get their message out, and at the same time provide a forum for shareholders to offer informal input to their elected board representatives."

I have no doubt that a well-done corporate board blog would contribute to making a company's stock more attractive to investors because of increased transparency and visibility into the often secretive musings of board members. Done right, such forward-thinking companies would likely cash in with content in the form of a higher stock price.

However, I wonder just how much useful information could really be conveyed by a board member. I would imagine that once the PR Bunnies and the Legal Eagles get their paws and their talons on the posts, that the content would be so watered down as to be mere drivel.

But then again, any early adopter companies that actually start a corporate board blog would likely generate enough buzz, media interest and viral effects around the efforts  to be a form of effective marketing with content inits own right.

Would some innovative board member please try?

Engaging Content

Following a trail of digital breadcrumbs today, I started at Rafat Ali's aggregated PaidContent.org newsletter and wended my way to an article (annoyingly not dated) called TV News in a Postmodern World. The premise is that News Is A Conversation, a notion with which I became instantly smitten. As an editor, letters from readers are few and far between and the lag time in any sort of exchange can be excruciating. With email, at least now I can interact with my readers more frequently and more interactively, though other readers are left out of the loop until I can get the printing press in gear. Readers who take the time to write usually have a commitment to what they are reading that is worth considering, if for no other reason than to bring them back for more.

But the article really got me thinking about the necessity of interactive feedback mechanisms for Web content. These days, readers have an expectation that they can interact with and even influence the nature of Web content. This does not solely apply to traditional media outlets. The expectation of today's consumer is that they will not just be confronted with content, but rather be able to do something--at least, give feedback, but at best, to work with the content in some way to better make it meet their needs, be that through post your thoughts links or interactive tool. An engaged user is one who will stick around and come back for more.

The Future of the Internet

A broad-ranging group of 1,200 “respected technology experts, scholars, industry officials, and social analysts” were asked by the Pew Internet and American Life Project for their opinions and thoughts about the future of the Internet.

I was thrilled to be included in the group who was asked by the Pew Internet & American Life Project to provide thoughts. I filled out a questionnaire and was also able to add specific text to clarify my ideas and predictions.

Download the Pew report “The Future of the Internet”

This report has wide ranging importance and is a must-read for any organization that cashes in with content. “The Future of the Internet” is a complimentary download and is well worth the time to read.

Holiday Wishes-HA!

Every year, marketers send me a slew of holiday wishes. Some take the form of your basic holiday card signed by staff members, others send logo-bearing coffee mugs and such, but most send out a pre-stamped corporate-branded card. I admit, I'm a sucker for the old school hand written cards, but I value the thought in whatever form. It is nice to hear from my marketing colleagues when one of us isn't frantically trying to meet a deadline.

Since I edit EContent, it isn't a huge surprise that this year I was deluged with eCards. It is actually more surprising that I've only received a few in years past. Like many econtent initiatives, eCards seem a relatively inexpensive way to reach out to a large number of favored customers and members of the media so I expect I'll be seeing a whole lot more in the future.

Unfortunately this year's round of eCards suffered from many of the same ills other marketing econtent does--from things like not thinking before you hit the send button to a lack of personalization. But what was most unimpressive about the way eCards was the fact that all but two of the twenty I actually opened were nothing more than advertisements for the companies sending them. You might think, oh this was just random people sending advertisements with "Season's Greeting" in the subject line, but no. Alas, these were emails sent to me under the names of marketing people with whom I work on a regular basis. After enduring minute-long commercials in several cases, I simply stopped opening any holiday eCards altogether. What's going on in the minds of marketers to think that I have the time, much less the inclination, to watch commercials while I patiently wait for a holiday greeting?

I'm suggesting that all b2b card-exchange is altruistic. Far from it. But I think the wise marketer needs to think a bit more before hitting that send button. Is this message about trying to sell me something? Or are you using this as an opportunity to make contact with me (or even a potential customer) in a non-sales way, a way that will impart good will that is then associated with your company all year long?

Top Ten E-Business Trends for 2005

eMarketer's team of analysts and researchers give their predictions of what to look out for in 2005 in the Internet, e-business and emerging tech arena.

Top Ten E-Business Trends for 2005

Numbers one and two? Cashing in with content! First on the list is more online advertising because of trends away from Television advertising and second is the growth of RSS feeds.

Asian tsunami: how non-profits cash in with donations to help the victims

Millions of people around the world want to help the victims of the Asian tsunami disaster. But for many, there are questions: Which humanitarian organization is in the best position to help? Where shall I donate my money?

To answer prospective donor’s questions, humanitarian organizations must supply appropriate content to Web site visitors. Humanitarian organizations must answer questions such as: How long have we been helping in this region? Where will the money go? What percentage of donations goes to overhead?

For example, CARE USA receives millions of dollars in online donations from people who want to help poor communities throughout the world. The CARE USA Web site provides a comprehensive window into the organization’s activities in dozens of countries, which allows potential donors to understand exactly where their money will go and how it will be spent.

Unlike for-profit commercial enterprises, humanitarian organizations don't sell a product or service. Rather, these organizations use content to educate and explain the role in helping improve the lives of people around the world. 

Here are some examples:

CARE USA - www.careusa.org

Doctors Without Borders/ Medecins Sans Frontieres - www.doctorswithoutborders.org

Save the Children - www.savethechildren.org

US Fund for UNICEF - www.unicefusa.org

Integrating Sales, Marketing, and Communications

Recently I’ve poked, prodded and analyzed the Web sites, marketing programs and sales strategies of quite a few diverse organizations. I’ve noticed that many B2B companies as well as consumer and non-profit organizations don’t do a particularly good job of integrating programs. Sadly, the failure to integrate sales, marketing and communications will always result in lost opportunities.

One of the most cost-effective ways to help drive sales is to look for ways to leverage the programs you’re already doing by re-purposing the content for other initiatives.  Too often, organizations spend tons of money on, say, a PR program that targets a handful of journalists but they forget to communicate the same information to clients and prospects. Or a company’s advertising program designed to generate new sales leads will drive people to a Website that doesn’t match the message of the ads resulting in lost interest.

Why There’s No Escaping the Blog

Fortune Magazine’s David Kirkpatrick and Daniel Roth write about how Freewheeling bloggers can boost your product or destroy it. Either way, they've become a force business can't afford to ignore.

Why There’s No Escaping the Blog