How DARE he hide his content behind the iron curtain of non-indexing?
Murdoch isn’t stupid. (Old and confused, yes. Stupid? Not so much.) He’s talking about making a seriously bold move, here, in the interest of keeping his empire from crumbling. So why are people freaking out?
It’s JUST WRONG. Right?
When the religion of the Web is that you can find anything you want, from anywhere, at any time, Murdoch’s plan is straight-up blasphemous.
With this in mind, our faithful interviewer asked, "One of the key, underlying principles of the Internet is that anyone from anywhere in the world can access information freely. Wouldn’t this change mean people have to afford it?"
Murdoch replied, "They’re already paying for newspapers. And anyone can afford a newspaper, they’re the cheapest things in the world. Electronically, it will be even cheaper."
(This cracks me up, because, of course, the majority of the world’s population either can’t afford newspapers or simply don’t have access to them … at least, newspapers that offer unbiased, quality reporting.)
Here’s what Rupert thinks you should do.
Generally, Murdoch wants you to know that his content is actually Quality Content because he employs real reporters, real writers, and real editors who offer experienced, insightful points of view. Which, of course, is true. However, this argument also implies that people shouldn’t go looking for "quality content" on search engines. No, no. You should go straight to an established publisher’s website.
Unfortunately, the internets don’t care so much about the "should"s. There’s a reason Google gets about a bajillion times more traffic than every publication website in the world … combined.
More than anything else, Murdoch is counting on his current readership’s loyalty to his brands. He admits, though, that he’s not sure what that’s going to look like in five, ten, twenty years… which means that this ends up looking more like a Hail Mary pass than anything else.
Rupert, dear, you can’t kill search.
Online readers typically know what they’re looking for, and they want the fastest way to get it. They want to be educated or entertained. They want their questions answered, their lives made easier. They have the Google or Yahoo! or MSN toolbar built into their browsers. They’re going to use it.
Murdoch doesn’t seem to get this, or care. The rest of the world, of course, does. Including you. You’ve been obsessed with SEO and page rankings for years. You don’t have the option of breaking up with Google.
However, you also shouldn’t be so obsessed with Google that you neglect to remember this all-important fact: getting your content indexed by the search engines isn’t enough to win eyeballs that matter. Just because your users can find your content doesn’t mean you’ve won your battle.
Content first. Google second.
Here’s where you can take a page from our friend Rupert and start placing significant value on content people will care about. Editorial oversight. Quality research. Quality writing. These things actually do matter. They inspire trust and motivate action.
Getting to quality content is worth your organization’s investment: time, budget, people. Because once your readers arrive from Google, they’ll either like what they see and stick around for a bit, or lunge for the back button.
Remember, people: If you have a website, you’re a publisher. If you participate in social media, you’re a publisher. If you create emails, help text, product descriptions … you’re a publisher.
You may not be selling content, but your content is selling you. Google won’t solve your problems. Of course, ignoring Google won’t, either … sorry, Rupert.
P.S.
I just have to add this little gem: In the interview, Murdoch says that public broadcasting should be of the highest quality, which commercial broadcasting can’t afford to be. Then he tells us that " most of the stuff [public broadcasting does] is stolen from the newspapers now. And we’ll be suing them for copyright. They’ll have to spend a lot more money paying a lot more reporters when they can’t steal from newspapers."
Hiya. I figured that since the book has been finished for, oh, two months now, that I didn’t really have an excuse not to start blogging again.
Anyhow.
So, earlier this week there was a little Twitter exchange that began in response to j. boye’s post, Who Should Be on Your CMS Shortlist? (Because j. boye is a "vendor neutral" consultation firm, its findings are very well-respected throughout the EU and beyond.)
Initially, there was a flurry of responses from people who thought one CMS or another really sucked. I also had people asking me which CMS I would recommend, which was kind of weird, as I obviously have no idea about their organization’s content management needs.
But here’s my point. While the CMS Shortlist is useful in many ways, it’s certainly not the best place to start when trying to solve your content problems. No matter what your CMS vendor tells you.
I’m a big fan of iSite’s The CMS Myth (and wish they would post more often!), whose central tenet is this: In reality, CMS success hinges on your plan, your people, and your process behind your web content management initiative.
That’s content strategy, folks. No matter what CMS vendors promise, no matter how "powerful" a CMS is, a CMS is not going to help make your content more useful, usable, or relevant to your end users. Moreover, a CMS isn’t going to solve anything for anyone in your organization who struggles with the day-to-day realities of content creation, delivery, and governance.
Don’t try selecting a tool until you really understand what you’re trying to build, and for whom. Start with your content strategy.
Here are two related posts by j. boye analyst Dorthe Raakjær Jespersen, well worth reading:
One last thing: I’m really excited to be a part of the j. boye Conference in Aarhus, Denmark, November 3-5. Tagline: "A knowledge sharing summit for online professionals." Bring it.
Kristina’s book, Content Strategy for the Web, arrived in the Brain Traffic office this week. (Psst: You can buy it here.) Watch the unveiling:
So, what are we going to do now that Kristina published a book? The same thing we do every day, of course: Try to take over the world! Congratulations, Kristina!
When used correctly, your style guide can be a helpful tool. When used incorrectly, it can cause confusion and suck up time.
Don’t let your style guide derail your sane train! Bone up on these tried-and-true tips:
1. Don’t put it off. Always have your style guide set before you start writing. A style guide will help you establish, guide and rein in all stakeholder expectations over the course of the project.
Whatever you do, don’t fool yourself into believing you can write now and create your style guide later. You probably won’t. And if you do, rest assured, it’ll be a painful and messy process.
Tip: If you already have a style guide, give it a good once-over. What should change, if anything? What should remain the same? If you’ve found yourself ignoring major sections of the style guide in the past, consider updating it. A tight, clean style guide is a happy style guide!
2. Make sure you “get it” get it. Don’t make assumptions about your style guide. If anything seems wonky, illogical, or even just “off,” clarify it. That goes double if other people are going to be using it, too.
Tip: Everything’s relative. Words especially. Nail down slippery terms by defining what each one means to you. If you’re going for a “conversational” tone, put together a comparison chart:
Conversational is …
More Like
Less Like
For reals.
In all seriousness.
It’s off the hook.
It’s extraordinary.
Cool it.
Patience is a virtue.
Give a shout.
Contact customer service.
3. Bob for phrases. Okay, so, you’ve nailed down the definition of conversational. Great. Now, go a step further. Hunt down real-world examples of conversational copy. Websites, blogs, Twitter feeds—they’re all easily accessible content mines. When you see a turn of phrase you like, copy and paste that baby into a spreadsheet.
In a nutshell, build out the left-hand column of the diagram above.
Word Bank
For reals
It’s off the hook.
Cool it.
Give a shout.
Raise the roof.
Don’t sweat the small stuff.
Sandwich is "wow" spelled incorrectly.
Tip: The word bank is supposed to serve as inspiration. You should not copy phrases verbatim from your word bank into your content. In other words, don’t plagiarize.
4. Check in. After you’ve revised your style guide, run through it again. Make sure you’re on board before proceeding. This might seem tedious. And time-consuming. That’s because it is. But, it’s the only, only, only way to stay on point.
Tip: When revising a style guide (especially if you’re not the person who created it) give justifications for your changes. This can be a short intro paragraph, or comments in the word document. Or, it could simply be verbal. Whatever you do, though, justify.
5. Honor and obey your style guide. Inevitably, maybe after a few happy years with your style guide, you will see another one. It will appear fancy and wonderful. And you will think, “Hey, no fair! I want a fancy and wonderful style guide.”
You will be tempted to stray. DON’T. Stay the course. Ditching your style guide mid-project, or—dread of all dreads!—near the end of a project, will only lead to heartbreak.
Tip: If you’re working on an ongoing project, and you’re not happy with the style guide, consider revising your style guide for the next major content rollout.
