A year in the life of bringing technology to market

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By Francis Moran

This is a word cloud of the more than 200 blog posts we published here in 2012. In one fell swoop, it graphically illustrates our preoccupations over the past year, the subject matter we returned to time and again as we looked at the unique challenges of bringing technology to market.

Not surprisingly, the most frequently mentioned word — and by a significant margin — in all our content last year was”marketing.” We are, after all, marketing strategists, and we created this blog as a resource where technology companies, both startups and more established ventures, could find solid counsel on how to master this mix of art and science. This will continue to be our main focus this coming year.

The word “marketing,” however, was often found in conjunction with other words that figure¬†prominently¬†in our word cloud. (If someone knows of a good tool that will create a word cloud of two-word phrases, I’d love to hear about it.) Most often, I would imagine, marketing was twinned with content, since this past year saw us enthusiastically embrace the philosophy that content marketing is a useful and accurate term under which many various tactical marketing options can be described and, more critically, integrated. Given the central role that an integrated content-marketing program is playing in the strategies we develop for our clients, I would expect there to be lots of posts on this subject in the weeks and months ahead.

Marketing was also frequently paired with technology, strategy, product, program and management, and you can expect to continue to see these words in close juxtaposition in future posts.

A two-word word cloud doubtless would have highlighted the frequency with which we wrote about social media, even more so than seeing the two words as they are portrayed above. I suspect we will spend less time on this topic in 2013.

I would also like to see how this picture would change if the word cloud generator we used amalgamated both the singular and plural of the same word. Doing so would have lent increased prominence to startup(s), entrepreneur(s) and customer(s), all of which our regular readers will recognise as recurring themes of this blog. Our passion for the startup communities in which we are active and for the entrepreneurs who are their life force will not diminish. Nor will our insistence that marketing always begins with the customer.

As we start a new year of blogging, we can reflect that 2012 was a good one for us. As mentioned at the top, we published more than 200 posts, maintaining a pace of five per week almost every week. We saw our audience grow by nearly 80 percent. Some time over the next week or so, we will publish the 1,000th post since first launching inmediablog in July 2007. A new design for this site will also soon go live — just as soon as our barefoot cobblers can finish work on it. We’re going to expand our list of contributors — this week, for example, saw two outstanding ad hoc contributions from Chris Arsenault and Tara Hunt. And we’re going to continue to bring you what we hope will be useful counsel, solid how-to information, reports from the conferences and events we attend, and stories about great startups and entrepreneurs in Canada and elsewhere.

As always, we’d love to hear what you think. Comment below, or contact me directly.

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