commbasics

We're off on a new direction again, advising companies about strategy and teaching content development. Our new video series will feature service vendors and customers to help you better navigate the complex world of marketing technology. Grab a cub of coffee and join the conversation .   Video: Footwasher Media Winter '17 Newsletter: a New Path Marketing practices are failing companies. Here's how to be more effective Related articles One man's view of the state of Linkedin Are ethics and integrity arising in web journalism?

It’s one thing to create content that the market wants to read. It’s a completely different thing to create content that mimics what the market sees. Even the press has a hard time with that. At the end of the Iowa Caucuses this year there was only one thing that was perfectly clear: the polls do not reflect how things are going to turn out . Yet for months now, the political press has been bombarding us with reports about who was doing well and who was not based on the latest of a plethora of polling agencies. Even though that was plainly clear, they have not yet stopped reporting on what the polls say. The very simple reason the press continues to report faulty information is … everyone in the press is reporting it, therefore it must be reported. News is supposed to be about whatever is not usual. It is supposed to alert us to the extraordinary and it is supposed to be vetted before it goes out. I had the opportunity to cover a presidential race in 1976 and was stunned to find ...

Much of what is happening in media, both in independent publications and in-house publications, is focused only on a single perspective and the financial investment in producing a multi-faceted approach is not welcome. In this third part of our series on truth and trust in content, let’s get down to some nitty gritty and see how stuff is playing out in B2B tech media.  In the first two installments on this series I talked about the importance of finding truth in coverage, which requires a multi-faceted approach, not just truth from one perspective.  Unfortunately, much of what is happening in media, both in independent publications and in-house publications, is focused only on a single perspective and the financial investment in producing a multi-faceted approach is not welcome.  Let's take the gorilla in the room (IBM Tech) as an example. I’ve written extensively on the changes at UBM Tech this past year and, most recently, some of the blowback I’ve been hearing...