Internet standard is no standard


Every day we read hundreds of news, tips, post about the best way to create content, move or generate a debate on the network.

What is striking is that things usually work when you do what you're supposed to do. I will explain: reviewing Google Analytics, an indisputable auditor, I note that the most widely read and most commented articles of this blog are long, of over 500 words. SEO tools theoretically recommend not exceed the 300 words.

I also see that those most read articles do not repeat keywords 27 times, but argue that a structured manner.

donttalkas a consultant, I usually give advice to new sailors in the sense “what works best”, but the truth is that when you reach the level 2 (everyone interprets it at your convenience), the rule is that no standard.

If you consider your target thousands of Internet users and busy with little time to read you, ahead, enters the standard. If what you want is to become a benchmark, create original content (what value, it is supposed), you need time, space and high doses of creativity. I adhere to the definition of advertising creativity Toni Segarra: No copying.

When you reach the level 2 easily detect the original ideas, because you've already read or seen many. We tend to venerate phrases spoken by famous more for his fame for the originality of the phrase itself.

If someone is not good communicator, it is absurd to insist it appear in a video talking to camera, the effect will be lethal. We have to detach from “the rule” and devote our best to break, You have to find new ways, own, unique. We could use consider everything marring, The good and bad. The network selects. He is trying to imitate the successful end swimming in mediocrity, as the ingredient of success is originality, no copy.

Throughout my career I've had enough of hearing expressions like “a good slogan should never contain words or negative concepts”. That is the norm, and whoever follows is the regulatory, but it will not get easily get attention if it does not break the status quo. to sample, a button: an excellent campaign diary “The Independent” call “Litany” created by Lowe London in 1998 and winner of many awards. The whole announcement is great denial, and finally the claim has the value of being “don’t buy, don’t read”. Personally I consider it a masterpiece.


I am well aware that this article would have found more readers if he had posed as “10 ways to bypass the rule and succeed in internet”, but it would not be true to propose Disruptive content. So, summarizing, If you have passed your first stage as internet navigator, the rule is that no standard, Welcome to chaos.

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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7 replies
  1. Pau
    Pau says:

    Freedom has a price. It will be original feel free to communicate as you please. It is not easy to live without selling the soul but the rewards, when it, multiplies the value by much!

    A good tip to try to follow faithfully.

  2. Ignacio Fernández ALBERTI
    Ignacio Fernández ALBERTI says:

    Great! Guillem.

    I loved this post, although my tendency to go “to the counter” it has become very well…


    If you had written a title like that you target, "10 ways to bypass the rule and succeed in internet", It would be one more, highly recommended for it… our, at least, I would have gone unnoticed among the tangle of headlines such that I receive in the mail.

    In my opinion, the advice of experts are great… as guidance, then (and after reaching the 2nd level) we must seek its own address, if not… we become mere clones, do you copy, of the same to those who follow. At the end, you find yourself in social media that all do more or less the same with the same tools… I think that, as you say Guillem, “things usually work when you do what you're supposed to do”

    A hug


    • Guillem Recolons
      Guillem Recolons says:

      Hi Ignacio, so you write, I know for some time that're a free spirit. I think the internet is interesting retuitear what we like, but it is critical to be nonconformists 100% with what we create and write each of us.

      Definitely, recovering the revolutionary spirit that moves us to skip the rules, tl state

  3. Celestino Martinez
    Celestino Martinez says:

    Very successful post, Guillem.

    a season that came to a similar conclusion but makes another way.

    Every time I gorged themselves, and gorge themselves me, those trying to lecturing post with decáloigos of 300 words superficially addressing any topic, how complex this is. Once you begin to know a little something SEO, you begin to see “the paperboard” with excess links, words in bold, forced writing…

    Y, so, you think: If I do not like to read this kind of post, I do not want my readers. Thus, I made the decision to facilitate readability, eliminating unnecessary links and bold words, and writing the post that I would like to read. Call Customer Orientation, if you want, But is that, Besides, Are we not all day talking about differentiation and value-added? What differential value has to follow the rules?

    I think the commitment to honesty, starting apply oneself, and consistency, always they reward.

    Celestino Martinez.

    • Guillem Recolons
      Guillem Recolons says:

      Hi, Celestino, I think you're a good example of rebellion online. You work your items almost as if they were doctoral theses, not leave anything to chance and develop texts no matter if they pass the 200, 400 or 900 characters. And that has given you a clear positioning, well-defined.

      SEO obsessions sometimes we may have led to draft guidelines following things Big Brother Google. Maybe we have not gone wrong to reach an audience “reader holders”. But a strong position is achieved by developing new ideas or relatándolas differently, nearby, empathic. If content is good and brings something, no matter exceeding 300 characters. You will come who want to arrive, whom we will contribute to provide.

      Thanks for your words, for me are a balm


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