Last Monday I shared 12 common problems associated with digital marketing strategy development. Since I’m not one to talk problems and not offer solutions, over the next few weeks I will address these problems one by one.
Yesterday I embraced my own philosophy of never being afraid to have opinions or taking sides. I stated my opinion about the popular blog, Mashable.
And Pete Cashmore, Mashable’s CEO is smart – he actually took the time to leave a comment and continue the discussion. For that, he’s earning another post about his brand (think what you will about the first one, it’s still positive to gain more awareness). Before I get into his comment – which was a great response – I want to run through something else.
Maybe you heard: AOL is rumored to be purchasing Mashable. It’s circulating amongst serveral sources. Whether or not it’s credible isn’t the point – it’s about time we took a look into Mashable and put out in the open what most quietly think about the site. And the rumor of their purchase make it perfect to discuss now.
Whether you actually like Mashable’s content is moot: no denying they are successful in terms of numbers, beating out rival top technology blog TechCrunch in raw traffic in May, 2009 – although having far less RSS subscribers (TechCrunch has more than 4 million to Mashable’s paltry 345K+).
The platform where modern commerce, communication and business is done is online. It’s where we share art. It’s where we collaborate on ideas. It’s the master copy of all media. It’s not some parallel reality from where you physically function: all critical infrastructure and management of business has steadily moved online. The next generation (and every generation thereafter) will spend a majority of their time using web-powered media compared to other media. If other forms of media even continue to exist.
Marketing looks very different now than it did as few as five years ago. And yet most still approach developing strategies from the viewpoints they always knew. They develop for push, when in reality pull strategies are more effective and even scalable.
Peter Kim recently shared 5 thoughts on blogging after a break from posting. I found his comments worth dissecting – let’s have a look:
1. Once momentum is lost, it’s a lot easier for the blog to remain at rest.
This is true, and is the unfortunate reality most blogs succumb to. The companies or people behind a majority of blogs never last long enough to see results (consider only .06% of blogs have a Technorati ranking of 50 or higher, as just one KPI).