![]() Hours later I pushed back from my desk, rose up, and threw open my apartment door, which was still fully intact. I sat down alone in a room in front of my computer until either I satisfied my curiosity about the dark web, or the Orwellian Thought Police smashed down my apartment door. I went out on my own and found out about the dark web myself. ![]() I was once like you I was lost, but now I’m found. My intent is to do that with a modicum of ground truth about the dark beast, if all you know about it are the rumors you hear about pedophile porno and the illegal sale of weapons, drugs, radioactive poisons and the like. I jest, but the tension behind the dark web needs to slacken up a tensile ounce or two. A priest sitting next to me looks at my screen and says: “My son, you’re headed down the rocky road to perdition!” I looked back at him and moaned: “Son-of-a-bitch. I was on a bus the other day, had my laptop open on my… lap… drag-netting the dark web. “It’s a den of iniquity, I tells ya you’ve got one foot in the grave and the other in the state penitentiary if your dabbling in the dark!” Why is it that some videos get lots of views when they go online and others don’t?Īccording to Miller, if you ignore what goes on below the surface, your video is less likely to succeed.What about the rest of it? What about the mass of the Internet that Google can’t search/index? That is the portion of the iceberg that sinks below the surface of the sea that dwarfing mass of internet that we don’t see or commonly use. In this video, Jay Miller talks about the Iceberg Principle and how it relates to video production. Video – How the Iceberg Principle relates to video production They were also journalist before they started writing books. Look at the writing styles of Mark Twain, Willa Cather, Sinclair, Lewis, and Stephen Crane. Their ‘iceberg’ style sometimes prevails when they become authors of novels. Journalists do not usually have time to dig deeply into a theme. Some authors believe that Hemingway used that style so that he could distance himself from his characters. Hemingway said that the deeper meaning should be implicit. He believed that the deeper meaning in a story should never be evident on the surface. When Hemingway wrote, he focused on surface elements, i.e., he did not discuss underlying themes. The Iceberg Theory is also a style of writing that American writer Ernest Hemingway coined. In content marketing, what is below the surface is sometimes more important than what is above the surface. The marketer is also providing answers to questions and showing the value of the product or service. However, a lot is going on below the water’s surface.īelow the surface, the marketer is trying to understand customer needs and is gathering customer feedback data (if applicable). What we see above the water is what the online audience sees. Let’s apply the Iceberg Principle to content marketing and imagine a giant iceberg floating in the ocean. If a firm combines all of its goals and objectives into one plan, it has a marketing strategy. Similarly, producing compelling content must demonstrate the organization’s content marketing strategy, targets, and goals. Most of an iceberg’s bulk is below the water’s surface. The marketer must create compelling content. Therefore, while most marketers are creating more content each year, it is not enough to be simply creating content. According to : “The Iceberg Model is a systems thinking tool designed to help an individual or group discover the patterns of behavior, supporting structures, and mental models that underlie a particular event.” In content marketing, the Iceberg Principle is very relevant. In fact, what is going on underneath may be even more important. The content marketer carefully selects the audience.įor content marketers, what is going on below the surface is just as important as what the content is saying outright. “A theory that suggests that aggregated data can hide information that is important for the proper evaluation of a situation.”Ĭontent marketing focuses on creating, publishing, and distributing content for an online audience. Monash University in Australia has the following definition of the Iceberg Principle: Of the estimated 2,224 humans on board, more than 1,500 lost their lives. The Titanic was a British passenger liner that collided with an iceberg in 1912 and sank. The Titanic sank because of damage that came from below the waterline, i.e., damage the crew could not see. As with an iceberg, only its tip is visible, while the bulk of it is below the water’s surface, i.e., invisible. The theory, which we also call the ‘ Theory of Omission‘ or ‘ Iceberg Model,’ applies to systems and problems too. The Iceberg Principle or Iceberg Theory is a theory that suggests that we cannot see or detect most of a situation’s data.
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