Connoisseur of Travel was the brainchild of an attorney with amazing travel credentials. The site generated interest from a number of potential sponsors. The plan was to create a community of upscale travelers — then monetize it. Unfortunately, the business didn’t pan out. It required much more time than the founder had imagined.
Content was king in 2007, and it’s king today. Companies must begin to think of themselves as publishers. What’s required: An overall communication strategy, and a commitment to creating large quantities of strategically aligned and compelling content. Large corporations understand this. Small and midsize businesses must address the need to self-publish smart content as a vital step in the sales process.
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