The publish meme.

the publish meme.

Three things you need to know:Advertising on the Internet is (usually) fucking terrible Most people dont understand what publishing is These two problems are related

why online ads are awful.

Online ads are the blind date from hell.They dont make much money, are ugly, and they dont perform.

Display ads manage to take the interruption of print ads, but ignore the design, beauty, and interest.

Text ads have made Google billions.The other main function is making it harder to get to the actual information you want.

Social ads manage to be both hyper-targeted and irrelevant.This is because brands arent people, and these platforms are built for people to interact on. A pizza place with a Facebook proﬁle, feels like an elephant on the telephone.

Branded content is a beautiful idea. In execution, its normally an exercise in productplacement, and lying to clients about what interests people.

The internet is about Control, Alternatives and Input. When I want it. In the way I want it. With space for me to be more speciﬁc.

The audience is always online, or will be soon.Your 30 second spot is competing with a smartphone. And thats if I stay on the couch. This is going to impact the effectiveness of every channel.

what publishing is.

The entire history of humanity (as we know it) is shaped by communication. The ability to share, then preserve, then distribute ourthoughts is so essential to what we are that discoveries like ﬁre or the wheel are comparatively trivial.

We are not singular things.We exist only because we co-exist.

That was a ridiculous introduction to any point about marketing. It was also necessary.

We started out grunting and pointing, and it was a revelation.We started talking, and then we became more than animals.We drew, then wrote, and everything since then has been based on the same idea.

Human history is a story about how expression becomes publishing.Alternately; the entirety of human progress points to social media. Were only shocked because were stupid.

When its hard to publish, we publish sacred things.When its effortless to publish, we publish everything.

So. Ignore everything else anyone says about social media. Social media is the logical conclusion of publishing without effort.This means that its also publishing without necessarily having: authority, mass audiences, power, inﬂuence, skill, restriction, rules.

The fact that all the worlds marketers are stilltrying to rent attention on these channels should tell you something.

how we do better.

As old media collapses, we are watching the greatest opportunity marketing has ever had. Publishing is simple. Quality determines authority. Seize the means of production.

A brand is not a person. Its a people. Stop trying to be a person. Be a community and a culture.Document that ever-evolving process.

You are more than your product. At least, you should be. So talk about why. About inspiration. About how it happens.

Authority is won by demonstrating it.Why are you letting others claim expertise on your culture and creations?

A $25,000 content budget is worth more than a $25,000 prize for YouTube submissions.If you want it done right, hire the right people, and do it yourself.

People have enough ways to express themselves creatively. Theres more value in inspiration.

Product placement is an admission that you cant explain your product.

If you cant thing of a single interesting thing to sayabout your brand online, there might be nothing to say. That doesnt mean you should pay someone to say nothing on Twitter three times a day.

An objective isnt the same as a purpose. Have both.

go forth and publish.

the publish meme. jon crowley 2012attentionindustry.com @joncrowley

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The publish meme.

by Jon Crowley on Sep 09, 2012

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