No one cares what you say on the web.

Only relevance matters, and you will never know when it’s important for them need it. The truth is, whoever reads your “stuff” will do so because it is relevant to them at a point in time that is relevant to them, not you.

However, how do you know when to be relevant?

Where am I on the web, what am I doing, what do I want to know about and what tech am I using to get to it? What motivates me to read what you have to say over what someone else has to say? How do you tap into my “method” to expose me to what you have to say?

It would appear that there are 4 ways into the web:

  • Web 1.0 (searching – which is lead by SEO, PPC etc)
  • Web 2.0 (social activities led by interacting with the web)
  • Personal recommendations
  • Algorithmic recommendations

Question is: Are you giving for a return?   If the answer is “yes”, then you cannot rely on just one of the above as you will miss out on many people that need to know you, and how you can help them.

The problem with the web (if there is such a thing) is that no one knows where anyone is at any time and for how long. Therefore, I would argue that traditional marketing methods will always be doomed as they only work when you know where everyone is.

What we do know is that humans like to herd. They like to “subscribe” to a specific manner, method and “tribe”. We know that off-line they subscribe to magazines (just look at the shelves in WH Smith!), they subscribe to a lifestyle.

And they’re doing the same on-line.

But …. what they are realising is that they can subscribe to their chosen lifestyle and information streams via many different means.

They can search for it. They can interact with other people around it. They can set up their machines to receive it and they can rely on their machines to find it for them before they realise it’s there.

But for them to get all this relevance, someone has to give it. Someone has to curate the information. Moreover, this information needs to be given in the manner that they wish to receive it.

The “matrix” dictates many ways to allow people to fit you into their lifestyle. And there is the poignant question: “Are you letting people fit you into their lifestyle?” not “letting them fit into your streams” – all of them.


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