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As opposed to unbranded user-generated content, podcasting is basically brand-generated content — but with an interactive twist.
What I wonder about, however, is why so few agencies and marketers are leaping in on this relatively easy format to concept and produce? And what is the next step for branded content as it becomes more interactive? What does podcasting 2.0 look like for brands?
The Cluetrain Manifesto is 10 years old, and I am sure that many of you reading this can vouch for the fact that many companies and marketers still don’t get it. Earlier this year, Gavin Heaton and Drew McLellan announced that they were preparing a collaborative sequel to the amazing book, The Age of Conversation. I found out about the project after it was released, and was very disappointed that I did not get a chance to take part. The original book is depicted at the left, in it’s Amazon link. If you have not read this book, take the time to order it nowSaturday 29 March.
Gavin & Drewput out an author call and in true Cluetrain fashion, asked readers and writers to vote on the major topic of the sequel.
The winning topic is “Why don’t they get it?” and next, each author was invited to select a category under the main heading. My choice and contribution is “Moving from Conversation to Action“, and we will explore how, well, I’m not going to give it away. Let’s just say that it’s going to be controversial. And up in the clouds.
The following is the massive list of contributors to this fantastic project:
Tapping the talent across the counter posted by Ryan Rasmussen @ 7:15 am
Bring your customers to the design table. PoppingBeaver began a discussion thread on DiyPlanner.com expressing a desire for more varied color selections in our leather notebooks. [ Levenger Colours ] I responded with a pretty open question. “What colors would you like to see?”
The resulting color suggestions have been nothing less than stellar. Several community members have offered very specific tonalities backed with meaningful reasons why they would succeed.
This morning, I was floored by this visual response:
(Giddyfizzorangerings @ FlickR)
Participation within industry-specific communities can lead to significant contributions from its members.