Defense of the Indefensible

In our time, political speech and writing are
largely the defense of the indefensible.

— George Orwell

As powerful as threats of violence, authoritarians wield words, Orwell taught us.

They dress up their psychotic plans in stale metaphors, hoping to make us fear things that aren't dangers, and dismiss things that are.

Banalities like fake news and job killers are used to discredit problems, while canards like innovation, fair trade and healthcare access masquerade as solutions.

Fake news. "The fake news media is not my enemy, it is the enemy of the American people," President Trump repeatedly says. In reality, Macedonian teenagers and other black hats generate fake news; The New York Times does not. But by declaring all news "fake," Trump can in two words cast doubt not only on unwelcomed news reports, but on poll results, census data, economic studies, and scientific findings.

Job killers. Trump labels all government regulations "job killers" without regard to data from the Bureau of Labor Statistics that shows only two tenths of one percent of job losses result from regulations. Job losses, in fact, result from long-term and seasonal business declines, financial mismanagement, and changes in ownership. But by rescinding "job killers," Trump can assist scheming real estate developers, hedge fund managers, chemical and refinery company owners, and Fortune 100 CEOs.

Innovation. "The government should be run like a great American company," Trump insists. That means stripping non-defense programs and outsourcing activities like public education, prison administration, drug addiction treatment, and veterans' healthcare. Trump ignores the fact that a lot of private-sector innovation is bolted onto government innovation. He's appointed his son-in-law to run his vulture fund, the "White House Office of American Innovation."

Fair trade. “I’m not sure that we have any good trade deals,” Trump has said, and plans to cancel or renegotiate every deal he thinks is "unfair" to the US. But "fair trade" is merely a euphemism for protectionism, the enemy of free trade. Research by the US International Trade Commission shows our membership in the World Trade Organization, for example, has doubled trade, creating new and bigger markets for American exporters and cheaper goods for American shoppers. But Trump ignores that.

Healthcare access. Trump's system to replace Obamacare would force people with pre-existing conditions into "risk pools." Healthcare premiums for those people would cost considerably more than everyone else's. The fact remains, while risk pools would lower premiums for well people, they'd make sick people's premiums unaffordable. They'd enjoy "healthcare access" in the same sense poor people can enjoy views of the greens by gazing through the fences around any Trump golf course.

What's the best defense against ready-made drivel?

Periodic reminders of your humanity.

As Orwell's contemporary Aldous Huxley said, “The propagandist’s purpose is to make one set of people forget that certain other sets of people are human.”

Content Marketers: Are You Running a Greasy Spoon?

I don’t have an audience; I have a set of standards.

― Don DeLillo

Content Marketing Digest describes the difference between the work of an SEO consultant and that of a brand journalist as "the difference between a greasy spoon diner with a broken dishwasher and a five-star restaurant."

You not only handicap, but harm, your brand when you make SEO your content marketing goal.

Feeding your tribe Michelin-star morsels should be your goal.

SEO-focused content marketing tarnishes your brand, says content marketer Roman Kowalski, because the consultants who practice it consider content "just a wrapper to contain the backlink." That mindset "leads to the creation of articles that don’t measure up to journalistic standards."

Consultants who focus on SEO are also hoodwinking clients, Kowalski says, by pretending they can still just swipe other brands' content; have a student in India rewrite it; run the keyword-stuffed abomination through Copyscape; and generate Google juice. The days when that tactic worked have passed. Google is wise to it. The best you can hope for from the tactic are for a few backlinks to appear on some bottom-feeder's website. And you'd better pray no client reads your content.

More effective, Kowalski says, is to create original content customers might read―and enjoy. Like case studies, research reports, how-to manuals, insight papers, or opinion pieces.

Most effective is old-fashioned PR―the creation of well-researched pieces that would pass traditional editorial oversight by mainstream and trade media outlets.

"Creating this type of article is far beyond the domain of the SEO consultant," Kowalski says. "It requires the unbiased eye of a trained journalist who also has the mind of a marketer.

"The goal isn’t just to drive traffic―it is to provide useful content and to engage the audience.

"As search engine algorithms grow more sophisticated every year, marketers will have to continuously adjust their strategies to shift from simply capturing eyeballs to capturing mindshare."

Milestones (Post Number 1000)

Yesterday is not a milestone that has been passed,
but a daystone on the beaten track of the years.

— Samuel Beckett

Milestones matter.

Without them, we might quit the project, drop the course, abandon the diet, go off the wagon, turn around and go home.

But Sam Beckett was right: milestones are actually daystones marking our yesterdays on a well-trodden path.

The journey's more about how far we've come, than how far we have to go; more about where we've been, than where we're going; more about fellow travelers, than ourselves.

Today's is Goodly Post Number 1000.

A daystone.

Thanks for your yesterdays.

What Comes Naturally

Certain readers resented me when
they could no longer recognize their territory.

— Jacques Derrida

French philosopher Jacques Derrida, the most influential thinker of the past fifty years, twice failed his university entrance exams.

On his first attempt, he turned in a blank sheet of paper.

On his second, he turned in essays the graders called "unintelligible."

Above one of Derrida's essays, the grader wrote, "You seem to be constantly on the verge of something interesting but, somewhat, you always fail to explain it clearly."

Above another, the grader wrote, "An exercise in virtuosity, with undeniable intelligence, but with no particular relation to the history of philosophy."

As it turned out, Derrida's writing never became any easier to comprehend.

Whatever the audience's reaction, you might do better just to be yourself.

DID YOU KNOW? Judy Garland was cast as Annie Oakley in the 1950 film Annie Get Your Gun, but was fired (as was director Busby Berkeley) two months into production.

Yours Truly

Tonight and every weekday night, Bob Bailey in the transcribed adventures of the man with the action-packed expense account, America's fabulous free-lance insurance investigator...

— Yours Truly, Johnny Dollar

Serial proved crime pays—and that podcasting deserves every marketer's attention.

One in five Americans listens to a podcast every month, according to Pew Research, and broadcast-quality production has never been easier (or cheaper) since Tascam introduced MiniStudio Creator at The NAB Show last month.

"Time-shifted radio," podcasts attract loyal followers and forge rich connections.

Podcasting on a regular basis (as content marketing expert Mark Schaefer does) is a brilliant way to enrich a blog; and podcasting from live events will amplify any brand's presence.

The podcast-listening experience is unique in social channels: audio is intimate in a way video and images are not.

Content literally lodges in your head—the spot where brands want to be.

Marketers, furthermore, can enhance their podcasts with supplementary content and commentary, and track leads from specific podcasts by including custom URL callouts.

Still not sold? Consider three more facts:

• Podcast listeners spend an average of 4 hours a week listening to podcasts, according to Edison Research;
  
• 70% of podcast listeners are Millennials, according to Nielson; and
  
• Podcast listeners are twice as likely to follow your brand as the average social media user, according to Edison Research.