With all of this authority and inbound links (traffic), a site like Wikipedia could be massively monetized.īlogs, on the other hand, are the very essence of refreshed content. Wikipedia has a tremendous amount of authority for just about any piece of content. Sure, its updated and refined, but the idea is that content on Wikipedia is something that is fairly stable and can be linked to reliably, as I did above. Wikipedia is an excellent example of a site with evergreen content. Squidoo is a mixture of evergreen (static) and refreshed content. To borrow the metaphor, Squidoo could become an albatross around Seth’s neck. He also loses credibility as an expert in product marketing. If Squidoo doesn’t work out as planned, and I don’t think it will, Seth loses more than his time and whatever capital he’s put into Squidoo. Squidoo shares a percentage of profits with its authors. The person building the lens, the “lensmaster”, gets recognition as an expert in his or her area of expertise, and cash. The Squidoo idea was simple and easy to explain: allow anyone to build a single page, called a lens, on a topic that he or she is passionate about. So when Seth put his name behind a new startup last year, Squidoo, people noticed, and expected one hell of a Purple Cow. They build something first, then think about the best way to market whatever it is that they’ve built (often by hammering away at journalists and spending whatever capital they have on Google adsense, Overture, etc.). It seems obvious, but most startups don’t think that way. I routinely bring up his ideas when talking to companies about the best way to get media and early adopter attention: build an exceptional, attention-grabbing product (and if you haven’t, go back and start again). I’ve read all his books – my favorite is Purple Cow.
Seth Godin is an exceptional marketing consultant.
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