One Less Voice


Using blogging as a marketing tool for a new business, I have put a lot of thought into the value of adding yet another voice to many that already exist online discussing a topic. The internet is not old, but to a great extent the though leaders for each discipline have already set up and staked their territory online. Some have used their credibility created offline and made a graceful translation online, while others have used this new medium to establish their thought leadership.

So what does this mean if you want to build your own audience in an established field?

With so many voices online and off, anyone with a casual interest in a topic is completely overwhelmed by the many opinions that are provided. One more voice can be very useful for deep discussion amoungst afficionados interested in the fine points of a topic, but only the most followed/respected in a field will get a large audience of the ‘casually interested’.

But there is an alternative to appeal to the mass audience: the digest.

The very challenge that faces the new blogger –the plethora of voices– can provide an opportunity. Those that don’t have the time to devote to a given topic, but still have an interest, can benefit greatly from the activity of a good online editor. One negative aspect of print publications was that they were barrier for writers and/or topics that didn’t fit with the editor’s goals. On the plus side, they did provide a service to the reader by selecting content that was relevant to the target audience, met editorial standards, and provided new knowledge to the readers. The same magazine or paper was unlikely to publish material that was poorly written, didn’t provide an opinion with supporting evidence, or repeated themes published in recent issues.

The online editor or ‘digester’ can still have great influence in a field by adding their own observations and by selection of content, but has to avoid misrepresenting content to avoid loss of credibility and authenticity, very significant keys to online success.

Consider becoming one less voice, and instead, an exceptional collector of content.

Attribution: I wanted to mention the article that triggered the idea for this post.  It was an article entitled “Lessons Learned from Seth Godin” by J.D. Meier. I realized that, while the article  provided some service for Godin afficionados –like myself–, it provided even greater value for those with a cursory interest in Seth’s areas of expertise, who would benefit from a very well done digest.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: