Welcome to the season premiere of Marketing Without the Marketing! After a short break, I’m glad to be back at the mic talking about all things content strategy, as it applies to you and your small business or startup.
I was going to take another week off, but there was some breaking news last week that I couldn’t ignore. Ev Williams, founder of Twitter and Medium, announced that they were changing direction with Medium. The immediate result of this is a layoff of 30% of their staff, with details of the new direction yet come.
There are two big takeaways from this, as it relates to you:
- Like Twitter, Medium has not figured out how to make money – or at least how to make a sustainable revenue stream. At least not without sacrificing their principles (applause for that). But this has a direct impact on you if you are using (read: investing in) either of these platforms.
- But the bigger and more interesting issue is – can Ev Williams fix what he calls “the broken system that is ad-driven media on the Internet”?
Wouldn’t we all like to see a World Wide Web that isn’t just a race to the bottom when it comes to producing content?
Despite the layoffs, and the fact that there is little detail supplied about this new direction – this change in business model could be very interesting. So let’s examine the issues and potential – and more specifically, what it means for you and your own content strategy.
Listen to the episode here or subscribe in iTunes.
Here are links to the articles I mentioned in the episode:
- I quoted liberally throughout from Renewing Medium’s Focus by Ev Williams, published 1/4/17;
- And referenced another piece on the topic, called Long Medium by M.G. Siegler, an investor in Medium.
- Here’s a prior episode on using Medium as a part of your content strategy, Medium for Business: The Benefits of Social Blogging.
- Lastly, I’m continuing this thread in a blog post, called Taking a Stand Against Deceptive Marketing Tactics.