I'm also looking regularly on magazines and newspaper sites, to see what is going (and not going) on. I'm not writing about that, but have a great international collection of "Best Practice", Do's and Don'ts (some you can find on this blog and/or in my eMartin.net Newsletter) and I'm very happy to share with anyone interested to serve his clients better, reduce risks and achieving a competitive advantage and profitable growth.
Today I want to share Paul Conley 'little secret' and advice to B2B editorial and publishers - and I hope he doesn't mind. He writes:
"... Here's a secret everyone in B2B editorial should learn. Your readers are at least as smart as you. They don't need you to tell them what they should, and should not, be reading. Doing so is offensive. And treating your readers like children makes you look childish.
Look. Let's review the basics.
The Web has given power to your readers. They now find information in hundreds of places. More importantly, they now use blogs and bulletin boards and similar services to engage in conversation about information.
The Web has also given power to you. You can use the Web to facilitate those conversations. You can use the Web to ease the search for information by linking offsite. And you can use the Web to improve your storytelling by using multimedia tools.
Failing to tap into those powers is a sure way to get your magazine excluded from the conversation."
Good to know, but even better, to make it happened!
