This podcast began with the mantra “media not marketing.” In other words, valuable online content does the job that marketing is supposed to do, but instead of people avoiding it, they seek it out.
Once you have an audience, you can intelligently determine what people want to buy. Not with random ideas and guesswork, but by serving the problems and desires of a group of real people.
There’s a new buzzword for this process: Native Commerce. In short, this means an integration of media and related products and services developed and owned by the media company itself, not by outside advertisers.
That’s the Copyblogger model. It’s also the model of today’s special guest, Ryan Deiss of Digital Marketer, and his portfolio of commerce-powered media sites.