Street pitch from zemanta.comImage by Boris Veldhuijzen van Zanten via Flickr

A topic for blogging springs to life, and then the project of managing the post weighs it down. Questions start flooding the mind faster than language can articulate them. Is this post unique enough? Am I rehashing stale ideas? Where do I find a picture? Am I stepping on copyright? Who/where should I link? What should I read before writing? Do I have the facts right? Will I ever be able to monetize this? How should I tag it? Compound the questions with a time-frame that should be more like 30 minutes and less like 2 hours for a single post, and I start looking like I need a friend.

Zemanta has been a great friend in the quest for easy and relevant blogging. I’ve been using it for a few weeks now, and would rather not imagine its absence. It places pictures, finds relevant links, and tags posts with helpful aplomb. “Friend” is a good descriptor for Zemanta; It’s always there, ready to help out in the only way it knows how. But Zemanta can’t ease all of my blogging needs, and I can’t demand too much of it. (as much as I wish a friend could be my personal assistant, employee, maid, cook, and computer, I wouldn’t have much friends if I demanded that level of commitment).

Every blogger should be friends with Zemanta today. But that friendship will surely wain when there is an Integrated Content Management Framework that solves the riddle of how to make relevant, unique, atomizable, mashable, monetizable, fully linked and tagged multi-media prepared for syndication. Then again, that’s a mighty high demand for any friend.

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Riders waiting at a U.S. bus stop with a shelter.Image via Wikipedia

Taking my familiar walk down Ashland Ave in Chicago, barely noticing the familiar Taquerias and boutiques, I passed scores of newspaper boxes. They were all at intersections, bus stops, and coffee shops. I walked confidently, knowing that at any point I could pick up the same content that was on the previous corner. At some point, my brain fired up it’s desire engine, focused in on the need for some El reading material, and propelled my hand towards a couple boxes containing the Chicago Journal and the RedEye. Thanks be to the person who invented the newspaper box and the method of placing them ubiquitously in high-traffic areas (a quick wikipedia search failed to tell me who that person was, and then I gave up).

The newspaper box was a successful attempt at distributing newspapers everywhere. And now, in our crisp new digital world, a similar innovation must be spun up. The makings are already there. We’ve got digital high-traffic areas, we’ve got links and widgets, we’ve got RSS Feeds, and we’ve got people who like fresh/relevant content. What we don’t have is a reliable way to monetize all of the grabbing and reading.

The game today seems to be “get the reader to come back to my controlled site so I can pop some ads up and monetize their pretty blues.” But, truthfully, I don’t want to read your content on your site. Just as much as I don’t want to go downtown to the Chicago Tribune to peep some news. I want to grab a tiny slice of your content in places I’m already walking past.

More and more, my digital walk takes me past Google Reader, WordPress, Technorati, the NYTimes, EveryBlock, Twitter, and Facebook. I don’t walk past the LoMediaCo Daily News very often, so it needs to place it’s content at the high-traffic intersections of the web. Don’t lock me in to your user interface. Don’t interrupt my EveryBlock experience by making me open a link in a new tab. All of the mechanisms exist to provide me with a great content experience, but the business model for using them is nascent. It’s gonna be all about aggregating content and sharing benjamins. And that’s gonna take a beautiful database that knows about content ownership (no matter how atomized), place of viewing, stats, revenue generated, and algorithms for how much value the venue brings to the table and how much value the content brings to the table. Some will make money by making super-boss venues (e.g., Google), and some will make money by pumping out the freshest (e.g., TechCrunch) and best (e.g., NYTimes) content.

I’m not asking for anyone to give up their desire to place the “I Made This” stamp on their content. I’m asking you to give up your desire to make me see your content in your house. I’m asking you to give up your desire to be the only one to distribute your content (i.e., let it go viral).

I’ll be happy when my digital-walk content grabbing is as simple as my Ashland-walk content grabbing.

Thanks to Jeff Jarvis over at BuzzMachine for writing many thoughtful posts that got me thinking about this.

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