Even in rework, I ask, then I act.
Tag Archives: content marketing
But It Ends Well
Monday is a Silent Thief
Stillstand
Stagnation.
Do nothing and nothing will happen.
But Bredemarket acts.
Do Your Social Channels Have Current Content? Do Mine?
I’ve talked about this before. In fact, much of the first half of this post was lifted from the middle of a 2021 post. But it bears repeating.
The recycled part
Lack of current content is something that troubles companies. Ever since I started Bredemarket, I’ve dealt with several companies that are facing a “dated content” problem.
What usually happens, in small and large companies alike, is that an effort is made at some point to “spruce up” the content of its social media channels. Perhaps an employee is assigned to this task, or perhaps a consultant does it. (I’ve done both.) A heroic effort is undertaken, and a bunch of new content is produced, impressing the company heads and the company’s clients.
But then…things happen, and next thing you know your online channels have content that is three years old…or ten years old.
Or if the exact year of the content isn’t explicitly identified, there are clues within the content itself as to its age, such as “Our product is now supported on Windows 7.”
What are the ramifications of dated content? Visitors begin to wonder why there isn’t any new content.
- Perhaps the company went bankrupt.
- Perhaps the company is still a going concern, but hasn’t done anything in the last few years. Maybe that great customer reference from three years ago was the last new customer that the company got, or maybe that great presentation from several years ago was the last time the company presented anything.
- Perhaps the company has continued to do business, but its more recent business isn’t as impressive as its previous business.
- The most positive explanation is that the company HAS done amazing things in the last few years, but hasn’t taken the time to tell the story of its most recent accomplishments. (TL;DR: I can help.)
The new part
Now for an admission.
Some of Bredemarket’s social channels do NOT have current content.
Which ones?
First, let’s look at the multiple Bredemarket social media channels that I have created since 2020:
- Apple Podcasts
- Bluesky
- Flip
- Google Podcasts
- Listen Notes
- Spotify Podcasts (and Anchor)
- Substack
- Threads
- TikTok
- YouTube
As of July 2026, I no longer post on the majority of these social channels.
- Actually, I CANNOT post on Flip, which abruptly shut down in August 2025.
- And all the podcast channels, populated from the service formerly known as Anchor, haven’t seen new content since July 2025.
- Some of the others were discontinued between May 2024 and February 2026, including Instagram, Substack, TikTok, and WhatsApp.
Leaving me with the four social services I listed in March 2026: Bluesky, Facebook, LinkedIn, and YouTube.
Plus Threads, which I just added back to the mix over the last few days.
Of course, people who sell courses such as “How To Make $50,000 a Month on TikTok” are convinced that I am committing corporate suicide.
But frankly, the only social channels that consistently send traffic to bredemarket.com are Facebook and LinkedIn. And if Instagram isn’t bringing me traffic from biometric professionals, why should I be there?
So, in the same way tides rise and fall, Bredemarket’s social presence waxes and wanes.
“Muvaffaqiyat kaliti” (The Key to Success)
When I asked Google Lyria to create the first of my two World Cup songs, the result was in Spanish.
Which gave me an idea. And impressed on me that I may never use a standalone translation app again.
Because if I want Uzbeks to promote Bredemarket, it helps them if I (or more accurately my bot) create content.
Because I am the Uzbek sales enablement content marketing expert.
What does it mean? Unless Gemini is lying to me, “The Key to Success.”
(Yor-yor-ey…) Bredemarket!
New horizons in the U.S. market,
Your brand will shine, blooming like flowers.
Strategic writing, powerful marketing,
A brand new targeting for your business.
The key to success, Bredemarket!
The key to your business, Bredemarket!
Gemini appears to be interpreting the prompt from a regional perspective. I don’t normally use “new horizons” and “blooming like flowers” to promote my services to Bay Area, San Diego, or New York firms.
Clinical Intent
This video has nothing to do with health, but is another repurpose of my thoughts on pivoting.
I went into Gemini Pro mode and told Google Lyria to take “Swivel and Solve” and make it longer. Then I made a new landscape video with images from several others: Forge Your Future, It’s Time, Move Now, and the Koala Identification Factors video. Oh, and also some Proving Humanity promotional material.
When I assembled the final video, the result definitely belongs in the Awareness category. Because the assortment of pictures definitely won’t convert.
It doesn’t even dwell on the pivoting message: namely, that when identity, biometric, and technology leaders face product marketing challenges, the old way may not solve these challenges. When the old way doesn’t work, pivot to something that will.
No, the video doesn’t say any of that.
But if you’ve heard of Bredemarket outside of the video, you already know the marketing and writing services I provide for identity, biometric, and technology firms.
Compelling CONTENT Creation
- Blog posts. Among other projects, I’ve authored a multi-month blog series to attract business to a client.
- Case studies and testimonials. Among other projects, I’ve written a dozen case studies to justify a firm’s capabilities to its projects.
- LinkedIn articles and posts. The multi-month blog series was designed for repurposing as LinkedIn articles.
- White papers. My white papers have made the case for the superiority of my clients’ products and services.
Winning PROPOSAL Development
- Proposal services (managing, writing, editing, other). My proposals have won business for Bredemarket clients and for my former employers.
Actionable ANALYSIS
- Analysis services. My market, product, and competitive analyses for Bredemarket clients and former employers have not only gathered necessary information and insights, but have also suggested a path forward.
Act Now
So how can your tech firm benefit from this content?
If you are ready to stop losing prospects, act now and book a free 30 minute content needs assessment and talk to Bredemarket.
Swivel and Solve, Short and Square
Just for fun I created an alternate version of my June “Swivel and Solve” video, dumping the late shift. (And the strike force.)
But regardless of the form factor, Bredemarket, a leading biometric product marketing consultant, provides expert content, proposal, and analysis services.
My work has produced over $25 million in revenue for nearly two dozen firms.
To solve your challenges, visit https://bredemarket.com/mark/ and schedule a free meeting.
(“Swivel and Solve” by Google Lyria, Public Domain.)
The MOSIP “Standard”
I’ve previously discussed the false impression that standards achieve recognition via a free, fair, universal consensus. In truth, standards are bullied through the process by one or more interested parties, who then shut out competitors that don’t comply with their…I mean, the industry’s standard.
Meanwhile, companies that don’t comply with the standard ridicule it and say how the standard stifles innovation and brings the whole industry down.
For example, in a few years smartphone manufacturers will complain that the EU’s adoption of USB-C as a universal common charger standard will cause the EU to lag behind when new charging technologies emerge.
Which brings us to MOSIP.
What is MOSIP?
So what does this acronym stand for, and what does it mean?
“The Modular Open Source Identity Platform was established in 2018 to support governments in providing its residents with an official form of the most important human asset – identity.
“As nations around the world proceed on their digital transformation journeys towards true digital economies, a robust and secure national ID system is the crucial first step. With a foundational national ID system in place, a government can build effective civil registries, and service delivery systems, serving the population in a myriad of ways. Among other benefits, robust systems like these enable faster disaster relief, climate resilience, ease of starting new businesses, and better access to financial inclusion, healthcare, and education.”
Established and incubated in Bangalore, India, MOSIP is aligned with the United Nations Sustainable Development Goals and supported by the Gates Foundation and others.
In case you didn’t get the drift, the MOSIP people aren’t regular visitors to Mar-a-Lago.
But their principles align with the goals of many biometric companies that have chosen to list their MOSIP-compliant products on the MOSIP Marketplace.
The marketplace categorizes MOSIP-compliant solutions into six categories:
- Registration devices.
- Authentication devices.
- ABIS (Automated Biometric Identification Systems).
- SDKs (Software Development Kits).
- Print devices.
- Labs.
I won’t list all the MOSIP-compliant solution providers, but there are many of them, including two of the “big three” biometric firms, NEC and Thales.
Any questions?
MOSIP but not MOSIP
I hear a question from the back row from a guy wearing a multicolored wig.
After all, the third of the “big three,” IDEMIA, has advertised that it provides MOSIP solutions.
“The Togolese Agency for Identification, ANID-TOGO, has partnered with IDEMIA and Atos to build a national biometric eID system based on the Modular Open Source Identity Platform (MOSIP). IDEMIA and Atos will design, build, test, and run a biometric national eID solution for Togo based on iris, face, and fingerprint recognition technology.”
Sounds impressive…until you scan the MOSIP Marketplace and find no listed solutions from IDEMIA or ATOS.
Because “based on” does not equal “compliant with.”
I can say that Bredemarket’s seven-question process is based upon some marketing standard or another, but that doesn’t mean that an independent third party has certified my compliance, or even stated its conformance.
So why doesn’t IDEMIA offer MOSIP-compliant solutions?
Honestly, I don’t know. I haven’t had regular official contact with IDEMIA in years, and the person that I know who just rejoined IDEMIA probably doesn’t know either.
So I have no authoritative answer, but Google Gemini provides this very unauthoritative answer as to IDEMIA’s MOSIP non-compliance:
“IDEMIA’s core business model historically relies on end-to-end, proprietary solutions. MOSIP, by contrast, is an open-source framework designed specifically to prevent vendor lock-in by letting governments mix-and-match components from different tech providers.”
Let’s assume for the moment that Gemini is right in this case. So while IDEMIA may be willing to speak about a solution in Togo “based on” MOSIP, when IDEMIA goes after a critically important opportunity in the FBI or the CIA or the BBC (you know the rest), it’s going to provide a solution based upon IDEMIA-authored components such as its own MorphoKit software development kit.
Knowing full well that the U.S. Federal Bureau of Investigation doesn’t give a hoot about MOSIP compliance.
Because it’s not critically important in that market.
Know Your Market
Some biometric vendors focus on the developing world, some adopt the developing world as a secondary opportunity, and others just don’t care because their real revenue comes from elsewhere.
Where should your company focus its attention?
Bredemarket can help your company with analysis, and provide focused content as the analysis progresses. (Analysis is never complete. Things change.)
If Bredemarket can help you decide if MOSIP compliance is worthwhile or worthless, schedule a free meeting.
I Peeked at Bredebot’s Post Drafts
Looks like he will have interesting things to say later this week. His thoughts concern product marketing.
Bredemarket 