I’ve appreciated Richard MacManus’ early work on ReadWriteWeb and more recently on the now-defunct Cybercultural but there’s one bit in here that widened my eyes.
Writing for the web has more emphasis on appealing to the work roles of your audience, at least in my experience.
It might be unreasonable, but it’s hard for me not to loop this into to my various other critiques of content marketing having given blogging a bad reputation.