Blogging is dead and stupid people shouldn’t do it. – Jason Calacanis.
Nothing is better than when people are just honest. During the ReadWriteWeb 2Way Summit, Calacanis digs into what he calls web 3.0 or the year of the expertise. Web 2.0 was an incredible period where all of these new social sharing applications were created that allowed people to blog about their opinions to the world. It was an incredible period which gave rise to websites like Facebook, Twitter, Wikipedia, Youtube, Tumblr, Yelp, WordPress, and Blogger.
In February, Google released an update to their search ranking algorithm called Panda. Panda looks to remove low quality, duplicate, or useless content from Google Searches. Some of the major websites that took a major panda slap included EzineArticles, Associated Content, and Hubpages.Here’s a great analysis by Rand Fiskin of SEOMOZ.
So with the only search engine that really matters getting rid of all of the crap, what’s left? Well it’s like an open battleground where the experts in each category will succeed. We’re beyond the point where you set up a random blog to talk about your different opinions on random issues. Web 3.0 is about real insite, real value, and great content.
Why the HubSpot gets it.
If you’re interested in digital marketing or social media you need to follow hubspot. They declare themselves as “inbound marketing” experts and constantly push out expert content in the forms of blog posts, e-books, slideshares, etc. Their audience consists of marketings, seo specialists, and e-commerce experts.
Here is an example of some of the content that they push out through their posts, 3 Tips for Better Lead Management.Detailed, relevant, and and valuable. By branding themselves as experts, Hubspot is able to sell more of their software. They have tons of great free content that they exchange for just an email address. Just a way for them to gain your permission to continue to market to them (Seth Godin’s [permission marketing](http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html)). By creating a unique community based around a concept that they invented (inbound marketing) they’re selling more and [eating other companies up](http://www.hubspot.com/blog/bid/16943/HubSpot-Acquires-Marketing-Automation-Company-Performable).
Web 3.0 is changing. To stand out you have to become an expert in something. No one is going to anoint you either, it’s something you have to declare and then prove. Note – I blog a lot on here about digital marketing and media and it’s my goal to prove it through the new company I’m launching called Rhino Amplify.
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