23
Oct

It takes more than design components to produce online editorial content likely to attract habitual use from readers

Medium and Tumblr both offer visually strong statements to readers. The editorial content published on both sites, from a visual perspective, can be said to be a consistent combination of very prominent images and text laid out with special fonts and background color. Ostensibly the presentation should drive engagement. But readers are likely to experience difficulty getting to the content they want as the result of less than ideal curation efforts. In the case of Tumblr, less than ideal curation, in this writer’s opinion, will likely lead to lower revenue.

There is no search box on Medium. Perhaps this is intentional. Tumblr has a search box. Running a query for “tech” brought up an enormous page of en vogue “cards” (if readers aren’t acquainted with “cards” they are the now familiar graphical branding for information on most smart phone displays and tablets with browsers trapped in mobile view only). While the presentations may captivate attention, a running list of semantic abstractions — “futurescope”, “thetechgets”,”prostheticknowledge” — are completely opaque, leaving readers with a simple binary choice: either jump in and search around on a hit or miss, or just pass. This writer opted to simply pass. It’s likely a lot of other readers will take the same course of action, if their reason for landing on Tumblr is to find something specific, rather than just searching around.

Missing a likely subtle nuance about the differences in behavior exhibited between business users after some specific information, and folks wandering around a super store, passing down aisle after aisle simply checking things out, is a real reason why, in this writer’s opinion, online promotion opportunities are just not magnetizing interest from any manufacturers of products requiring a considered purchase decision from prospects. Everything is boiling down to an appeal to folks buying toothpaste (and similar absolutely tangible commodities). This is not good, long term, for the health of the online click ad business.

From the appearance of content as published on Medium, in this writer’s opinion, Evan Williams and Biz Stone (both played a part in the original Twitter effort) wanted to represent a clique on line. Information is certainly not easy to find on the site. This is a shame. There is a lot of very useful content on Medium. It’s just hard to get at it.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved

29
Jan

Curation is a Method of Presenting a Theme, through Selected Content, to an Audience

Curation is a tactic of driving engagement through online product promotion. Curation is a subtle (we think subliminal) technique of setting a tone (or you might say it is a process of building a theme) with content, or for that matter, products. In our opinion, a definition offered by Minter Dial, What is Social Curation? The 3 key success factors is helpful on the topic, and certainly worth a read.

Curation is nothing new to the Internet. In fact, Delicious, which has been around for years, is an almost pure example of curation. What’s different about curation in 2013, and of interest to us from an online product promotion perspective, is the opportunity afforded to tech businesses to pursue joint marketing opportunities, reciprocal blogging and even linking, within the context of an active content curation program. In fact, strategic alliances can be presented, quite effectively, to an audience through a shared content theme, which has been assembled by curating specific content which is presented, consistently by all parties in the strategic alliance.

Certainly every social media venue, whether one looks to Twitter, Facebook, Google Plus, or LinkedIn, is built on curation. In the case of Facebook, at its purest level, the content curated amounts to the personal artifacts of friends who all like the same things. These artifacts can amount to no more than electronic scribbling on Walls. Not to be outdone, the same process can be accomplished with Google Plus, LinkedIn and even Twitter.

We think the day has still not arrived when curation will successfully demonstrate its usefulness as a method of driving engagement. For example, do Twitter users really care about who they follow for any other reason than to attempt to capture an opportunity of collecting a new follower as the result of re publishing someone else’s Tweet at just the right time to capture the interest of a new set of eyes.

On the other hand, if a tech business marketer understands the role, which we think is a subtle one, that curation plays as a nevertheless essential method of building an appealing, familiar surrounding for one’s audience, then we think the important points will have been communicated. For the record, we have no success, to date, implementing curation as a method of driving engagement. Further, from what we understand of the history of Delicious, we think that a truly effective method of capitalizing on this activiy has yet to be found for online product promotion.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved