commbasics

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...

Good content has to be about something you know, and that cuts out 99 percent of the stuff in social media. My last post on content as the driver of successful online programs got a relatively lively discussion over on my Facebook page and young Anton Molodetskiy (rhymes with "my broken jet ski") at the Hoffman Agency suggested I follow up with a post on what makes content "sharable."  Then a long time compatriot, Don Tuite (the analog guru at Electronic Design magazine ) tossed out a bunch of questions. "What about content nobody can find because it only shows up on page 10 of the search results? What about content that isn't true, but is truthy? If content is crowd-sourced, is it true? What makes for a 'trusted source.'?" So, at the risk of giving away the store, because helping companies do this is my business, it's probably a good idea to get into this.  Let's start with Don's last question. First, good content has t...