About

My work brought over a million visitors to thousands of pages and blog posts. In twelve years there were tens of sites and blogs. If you want to read the introduction from a few months ago scroll down.


[UPDATE: 5 May, 2018] – If you are interested in the new mobile/social/content startup (project Butterfly2now) please get in touch directly (form below). The startup is currently looking for technical co-founders (full stack developers, dev-ops, business hackers, social-media / tech / startup geeks-maniacs). We can explain the product to anyone who is engaged in today’s mobile/social/content scene. If you are a bit dated and have strong skills and desire to create something new, get in touch and we can see where you fit in. TNX!  also:


Me in the winter of 2008 / © 2008

Twitter Acount /
LinkedIn Profile /
Personal Blog: Tech life in Tel Aviv /
CV /
One page profile and contact form /

My work brought over a million visitors to thousands of pages and blog posts. In twelve years there were tens of sites and blogs. Today social media is again bringing a fresh (effective and exciting) marketing, branding and promotion to people who are interested in the internet. The new professional description: “marketing technology and ops” imitates DEV-OPS in IT is finally giving old “content managers” the overall responsibility for content, automation, CRM, SEO and analytics integration and management.

My work is essentially making 50 person company look like it’s 250. Sometimes making a large behemoth company product, have a personal feel (not mine, just an example) is also important. Some products seem to the owner better than other products, yet nobody pays attention. This is what the internet communication can deliver. If you have great stories buzzing in the hallways, if they are taking off virally in e-mails, or are making video clips on YouTube… and don’t know how to get them organized and promoted this is what the personal internet is to people. There are many great examples of how to promote, organize, communicate, market and SELL. That’s what direct (personal, passionate, intimate) communicators does today. My experience with technology and business products comes in handy with the latest social media craze (especially in B2B). My work follows pioneers like Red Hat, O’Reilly Media (Tim’s RADAR blog), Google (webmaster/SEO blog) and other technical communicators.

I started blogging in 2006 when the technology sector declined and most day jobs in good companies disappeared. This change pushed by decline in business turned on new ways to communicate, especially in high-tech. The “new popular format” was the blog. A friend’s suggestion, brought the first few clients. The writing did not come fast  or easy. I didn’t plan or researched enough. It started with reading many blogs then bloggers’ advice. It quickly became clear how individuals write up ideas, open up discussion, and convey something useful. Reading enough blogs makes you realize how the blogging revolution can be broken to parts. One piece is the small number of good writers who are influencing whole market segments. Another piece is the technical barrier, simply building sites which are clearly targeted at audience. Although sites like WordPress.COM, Blogger and Type Pad have made blogging as easy as editing documents, there are still many who can’t configure a blog with useful elements (social media connections, linking and navigation). Another piece is blog promotion using anything from SEO to social media. This last piece is probably the most difficult for the average technical blogger.

The Bigger Picture: Creating and Publishing:

In a big picture sense, blogs are just a format. Creating from configuring a blog program like Word Press or Drupal is a delicate technical process with design elements. Technically a “server” has to be installed or configured. Page design and structure of a blog are an emotional element to some. Here the internet world made use of themes, style sheets, and standardized designs. Design formats like style sheets have been used by book publishers for decades. There are simple classic designs and more complex ones that imitate magazine layout. With enough effort you can be a magazine publisher on your own (an individual or a company). ~._
Another new development in the world of internet publishing writing and editing. This is a creative process different than design. Writing a focused and readable article is not easy. It depends on the topic and what you want to say. In blogging, you will quickly realize the importance of picking topics and developing them into articles. Most people can identify what they want to say. Yet translating abstract ideas into simple words, sentences, paragraphs, is not easy. Ask any reporter. Once you write good articles and publish them on your blog you realize how hard it is to do it on a regular basis. Then you realize the importance of writing interesting stories and keeping up with outside events, trends in your field, and what is happening with your product. If you stick with it long enough, as a blog owner (in a company), you will be able to direct a writer and editor. In the long run elements like style, writing direction and topic selection are easier to negotiate. Just keep at it, that’s my simple advice.

More Details: Refining Design, Style, Direction, Message and more…

Pay attention to details when looking at blogs. As a reader you may miss page elements. This is natural, since are readers we like the content of blogs: well written and focused articles. If you pay attention to all the components around the text, a whole world of connection, information and navigation is revealed. Then pay attention to the articles. How frequently are they published? How long are they? How much continuity from article to the next? Are the articles written in a series? Does the blog focus on a theme or a subject? How clearly are all these attributes of the writing and the design? These are all subjective questions if you are an outsider to the subject matter. If you are an expert in some area, a well designed and written blog will be a joy to read. You will get the information the author wanted to deliver quickly. This will make you want to come back and read more. Eventually you will like the blog so much you will tell your friends. This is just a small peek at what I think good blog design and writing can offer.

Getting The Message Out: Promotion, Search Engine Optimization, Indexing and more…

Once you put in the effort of design and writing, comes the promotion of your blog. We are just at the beginning of what seems to be a whole new era in Internet use: social media. Social media is the use of social networks like Facebook, Twitter, YouTube, What’sUp, and Linked-In to deliver messages. The social side comes from connections people make on their own. Social groups on the Internet are not new, Yahoo Groups have been around for more then 15 years. New social media sites are easier to use making them more popular. Delivering messages on social media sites reaches many people at once, this makes publicizing your blog articles easier and more effective. This new area of connecting social sites to blogs is exciting – keep your eyes open.


My approach is to start with the end. Define what your image is going to be and write to build that image. Image could be subtle or bold. It can be shaped sharply or left unkept. It can reflect reality or tell a different story. Technology companies tend to take care of their image as a secondary issue, after their develop a technology. This is usually an indication of a highly technical management style, or a company in the technical phase before becoming more business savvy. Media companies worry more about their image than their content, they design first then build content later. Social media reflect a wide range of image use. I started blogging about Tel Aviv as a side project (in 2006.) Messages and comments about mistakes, likes and dislikes and mostly where and how to find things came in. In computer security, satellite communication and software testing I wrote for product managers about uses and benefits. I wrote about the use of social tagging (Digg, Technorati and Stumble Upon) around 2008/2009. This covers a wide range of topics.

My background is in technology marketing. With over 20 years in product development and marketing, telling a technical story to a non-technical audience is simple for me. I also write about lifestyle, the last 4 years blogging about Tel Aviv life. Now my work is in motivating and coaching traditional marketers in the use of social media. Senior managers and executives currently going through changes in media use will benefit greatly from coaching, training and set-up (first blog and social network.) Whatever it will take to get you as an individual or as a manager in a company (see services section.)

Please feel free to contact me directly. Ami

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