Posts Tagged 'content'

Getting back: The Value of Warming Up

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Being a recreational cyclist for nearly my whole life, I know better after being off the bike for more than 3 weeks, than to jump on and turn out a 60 mile spin. The results would be disastrous. It’s not that I wouldn’t finish the ride, but rather that in the end I would be so physically drained that I would be reluctant to get back on any time soon.

And it is with this in mind that I restart my blog with a quick spin around the neighborhood. Just getting the wheels under me so to speak. I’ll avoid the steepest hills and the more technical descents. Just concentrate on feeling the road, being aware of my surroundings and getting the feeling back.

Writing takes practice, lots of it. And just as I find myself 3 weeks from my last ride, I face the keyboard with weakened writing skills. The ideas are there. I have three unfinished blog posts to show for it. But I was so anxious to write that perfect post without stretching first, that I went nowhere. I read blogs about blogging. I scoured the Internet for the latest trends in social media and technology. I “followed” “thought leaders”. I rekindled my relationship with Twitter and subsequently found myself doubting that I had anything worthwhile to add to the conversation. That would be akin to jumping to the front of a pace line in The Tour de France and being disappointed that you couldn’t keep up.

The array of tools that we have to disseminate all our thoughts and ideas instantaneously to thousands if not millions has created billions of pages of information at our fingertips. And there are a myriad of tools available to help direct people to us. But unless we have something compelling to say, it doesn’t matter how many people we reach.

In a recent interview, Jim Messina, the man behind President Obama’s re-election campaign was asked about the technology heavy, social media and metric driven tactics that were employed during the 2012 election. Nobody had ever amassed so much data on the voters and utilized it so widely. Yet what stuck with me after reading wide-eyed at all the technological wizardry was this simple coda. 

“You can build a whole suite of analytics… but it all comes back to the campaign, it all comes back to having a message that matters,” Messina said.

That’s it. The message is what matters. Without well thought out and compelling content, a blog is just more words sent out into the digital ether. Okay, the legs are warmed up, and I can feel the rhythm of my cadence again. Think I’ll turn around and head home. Don’t want to push too hard the first day back, because even though my all carbon-fiber bike is one of the best that money can buy, in the end, it doesn’t go anywhere without me as the drive-train. 


As Bill Tweets

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