RMW Commerce Content Manifesto: Why do I do what I do?
Who is your target audience for writing and producing content?
I generally write and produce content for a mid-market and Enterprise-level eCommerce-interested audience. It could be brands, retailers, marketplaces, agencies, or software companies. And investors in any of the above. Generally I aim at executives, decisionmakers, and influencers in these audiences.
I have never tried to write for a wide audience. I'm not a journalist and don't pretend to be.
What are your goals for creating content?
There are four general reasons I choose to write about something:
To help someone make a better decision.
To help others look at a familiar topic in new ways.
To give a unique perspective what I consider an interesting or important topic.
There is some important truth about a topic that is being unsaid.
If I can do one or more of these things as as entertain or make people laugh, then we have a home run.
Do you accept sponsored or commissioned content?
Yes, of course. And that is fun too. Sponsored or commissioned content (usually for the purposes of sponsor thought leadership) must still pass another bar:
It must help the audience in the ways I mention above.
The end content must not look or sound like "owned content"
Editorial is required
If it can entertain while doing so, all the better.
It should not mean I'm asking the audience to buy the particular product.
Don't people also pay to run ads on your content and programming?
Yes.
Are there any types of content you refuse to create?
If I feel that it smells like shill or sales content, I will not accept the project. Often this is what a marketing executive might call "bottom of funnel" content. The content I most enjoy desires to shed light on a serious buyer problem, or help them make a serious decision. Sometimes in a way that might introduce them to a new vendor they may have never heard of before.
Do you profit from sales of software or services related to your content?
No. But, clearly I get paid for my time and energy developing that interesting content.
Isn't this, like, just your opinion, man?
Yes. Editorial is one of the most important parts of the RMW Commerce process. What I consider my "edge" is born from decades of operating experience in the eCommerce industry, mostly making mistakes, helping others prevent mistakes, and helping build great new products and software.
Decades of accumulated mistakes are my competitive advantage. That and the willingness to tell the truth, even if I am sitting across the table from friends.
Any more questions? Just ask.
Expert Consulting: How Will You Grow Your eCommerce Company?
When growth is elusive, I am an expert at asking incisive questions to surface the real issues and then present straightforward ideas that your team can actually implement.
Mistakes are expensive. They cost money, of course. What’s worse is the opportunity cost. I work with investors and management teams worldwide to help them get a handle on their digital business plans to execute a clear path forward.
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