B2B Memes

OCTOBER 5, 2012

Via the Media Briefing , this thought-provoking if rambling takedown of publishers’ unwarranted faith in content : “Once upon a time content in this industry was the reworked press releases that kept the advertising apart on the printed page. content in the right context and with the right interface.”. Think carefully.

Content 100

Content Press Conference Demand 100

B2B Memes

OCTOBER 22, 2010

In revised guidelines issued yesterday, the American Society of Magazine Editors, or ASME, addressed types of potential conflict between editorial and advertising content that have grown like weeds in recent years. One way or another, content marketing will get its own code of ethics. Tags: Content Marketing Ethics.

Rules 100

Rules Ethics Content Marketing Guidelines 100

B2B Memes

MARCH 2, 2011

In an article on Min Online this week, Judy Franks of The Marketing Democracy suggests that traditional media companies are faltering because they don’t value content. Though at first it might seem odd to say that businesses built on content don’t value it, she has a point. Content, of course. In theory, publishers still do.

Word of Mouth 100

Word of Mouth Content Distribution Demographics 100

B2B Memes

JUNE 21, 2010

What interested me most in Gordon’s premise was a point he didn’t follow up—the potential convergence, whether in print or online, of traditional publishing and content marketing. That is to say, publishers are becoming content marketers. It’s trendy for content marketers to say that we’re all publishers.

Content Marketing 100

Content Marketing Content Blogger Lead Ranking 100

B2B Memes

DECEMBER 6, 2011

And though he is now beginning to question its potential, he was an early advocate for content marketing as a promising new career path for journalists. ” By last year, he said , his working life was “consumed” by content marketing. What they’re selling in the market is the ability to co-opt their journalists!

Content Marketing 100

Content Marketing Ethics Content Vendors 100

B2B Memes

MAY 11, 2010

With publishing luminaries like Paul Conley , Joe Pulizzi , and David Meerman Scott urging journalists to turn to content marketing for rewarding career options, you might think there would be a stampede of ink-stained wretches leaping into the field. I mean this literally: to many journalists, content marketing is just another term for PR.

PR 100

PR Content Fulfillment Public Relations 100

B2B Memes

MARCH 12, 2010

Editors of trade publications are confirmed believers in the preeminence of high-quality content. Like it or not, there is a role in most publications for run-of-the-mill, commodity content. The challenge for editors is not to eliminate such content, but to manage it effectively. That’s a misguided objection.

Demand 100

Demand Advertorials Media Content 100

B2B Memes

JANUARY 27, 2011

Are commodity content and quality incompatible? Ominously, perhaps, that event was preceded by Google’s promise last week to clamp down on high-ranking content-farm sites with “shallow or low-quality content.”. Likewise, commodity content is essential to publishing, especially B2B publishing and content marketing.

Demand 100

Demand Media Content Fulfillment 100

B2B Memes

MAY 13, 2010

Now the company’s IDG Enterprise unit has announced it will dive into content marketing. In a press release last Tuesday, IDG explained that it’s new project, called “Strategic Content Services,” will “support the growing ‘vendor-as-publisher’ model” (publisher-speak for content marketing ). Let us do it for you.”.

Content Marketing 100

Content Marketing Content Press Custom Publishing 100

B2B Memes

MAY 6, 2011

At first glance, the idea behind content marketing is straightforward and appealing: by publishing great content, you can win friends, influence people, and achieve your marketing goals. The problem is this: To make great content, you sometimes have to be a wee bit obnoxious. They weren’t, and he knew it. Care about details.

Ethics 100

Ethics Content B2B Sales User-Generated Content 100

B2B Memes

JULY 16, 2013

Content marketing. Native advertising. Every publisher, every social network defines them in the context of their offer, their platform — what they are able to deliver to the advertiser. New Editorial Rules Nod to Content Marketing. Content Marketing native advertising' Engagement.

Demand 100

Demand Peer-to-peer Social Networks Advertisements 100

B2B Memes

JUNE 13, 2011

Commercial, for-profit publishing is really a process of generating one form of currency—attention—and converting it into another—money—via advertising or subscriptions. The old “profit centers,” advertising sales and subscriptions, aren’t very good at the conversion process anymore. They’re pretty good at that.

Advertisements 100

Advertisements Advertising B2B Sales Cost 100

B2B Memes

JULY 1, 2010

Hold on, it says “ADVERTISEMENT” above the photo. As explained in detail on Charles Apple’s blog , what I mistook for a real newspaper was in fact a four-page advertising wrap. When I say advertorial , I’m not talking about all sponsored content that appears in a publication. Unseemly expletive. In other words, an advertorial.

Advertorials 100

Advertorials Ethics Transparency Trust Marketing 100

B2B Memes

OCTOBER 19, 2010

In a speech last June , he argued that editors should get involved in all sides of a business, even if that meant selling advertising. Realistically, the average editor is probably the last person you would want to sell advertising. Taking advertising orders is one thing, but actively selling is quite another.

Ethics 100

Ethics Transparency Blogger Advertisements 100

B2B Memes

JUNE 28, 2010

In a comment today on a recent B2B Memes blog post, “ Content Marketing’s PR Problem ,” a reader by the dubious name of Ant Miles raises an interesting point about content marketing and journalism. In content marketing, that bias tends to be more transparent. That distinction isn’t always clear.

Ethics 100

Ethics Transparency PR Advertising Mediums 100

B2B Memes

NOVEMBER 24, 2011

Many print veterans, for instance, have difficulty accepting the idea that good editorial content can be provided by readers volunteering their work. It’s their job to write, the readers’ to read, and the advertisers’ to pay for it all. But in the social media era, roles and responsibilities are not so clear-cut.

Media 100

Media User-Generated Content Social Media Training 100

B2B Memes

JULY 13, 2010

A post today from Josh Gordon on words to avoid in content marketing gets to the heart of what content marketers must do: think like journalists. But in content marketing, they are disastrous. As he says, “when content marketing looks like a product promotion it gets ignored like a product promotion.”. innovative.

Ethics 100

Ethics PR Press Fulfillment 100

B2B Memes

SEPTEMBER 29, 2011

For B2B journalists, the most promising options appear to be either small-scale startups where they share both the risks and rewards, or content marketing groups within those companies formerly known as advertisers. Though I hope they can, trade publishers may not be able to find a way out of this dilemma.

Ethics 100

Ethics Startups B2B Sales Paid Search Agency 100

B2B Memes

SEPTEMBER 22, 2010

Tomorrow’s companies will build empires based on the value that they deliver to their users and advertisers every day, not on their ability to finance and manage scarce bandwidth or expensive printing presses or exclusive distribution networks.”. “No My working life is now completely consumed by content marketing.

Social Media 100

Social Media Work Management Media Bandwidth 100

B2B Memes

OCTOBER 29, 2010

With the exploding popularity of mobile form factors, whether phone or tablet, that approach to design will change: “There simply isn’t room for 15 related story links, a most-read panel, and 100 ways to share an article on the screen of a smartphone or small tablet—not to mention advertising.

Design 100

Design Peer-to-peer Mobile Advertising Tagging 100

B2B Memes

JUNE 30, 2010

This was, after all, the 1960s, the zenith of corporate marketing and advertising (think Mad Men ). Now, though, in the era of social media and content marketing, corporate communications is increasingly less about “control over your messaging,” as Frank Reed put it recently , and more about “telling the truth and being accountable.”.

PR 100

PR Public Relations Ethics Transparency 100

B2B Memes

SEPTEMBER 9, 2010

Thackray describes its method as combining “the latest technology and good old-fashioned market knowledge” to create a mix of aggregated, curated, and original content, organized by semantic algorithms and overseen by an editor. Similarly, I think they’re wise to match their curated third-party content with original work.

Media 100

Media Lead Ranking B2B Thought Leadership Verticals 100

B2B Memes

MARCH 11, 2011

I’m also careful so it doesn’t look like I’m promoting advertisers/manufacturers. If I tweet something from the magazine’s account that is from an advertiser/manufacturer I make sure it provides value to my readers first—just like print B2B. As I mentioned, I use RD+B Twitter for straight reporting—little opinion. They deserve it.

Ethics 100

Ethics Social Media Media B2B 100

B2B Memes

MARCH 9, 2011

For that reason, he’s now including “a modest amount” of advertising in his sidebar. It requires readers to visit your site (and see the ads) and makes it harder for disreputable site owners to scrape your site’s content onto theirs. In addition, he’s vowed to share any revenue from the site with four frequent guest bloggers.

Social Media 100

Social Media RSS Media Wikipedia 100

B2B Memes

OCTOBER 4, 2012

Last month, I wrote about how Atlantic Media’s new online publication, Quartz , offers business-to-business publishers a new advertising model to consider. Since then I’ve been thinking a lot about another new model Quartz embodies, this time involving its content.

Lead Ranking 100

Lead Ranking B2B Cross-Selling Act-On 100

B2B Memes

OCTOBER 4, 2012

Last month, I wrote about how Atlantic Media’s new online publication, Quartz , offers business-to-business publishers a new advertising model to consider. Since then I’ve been thinking a lot about another new model Quartz embodies, this time involving its content.

Lead Ranking 100

Lead Ranking B2B Cross-Selling Act-On 100

B2B Memes

DECEMBER 15, 2011

For the past week or so, in the wake of Paul Conley’s skeptical assessment , I’ve been mulling over the future of brand journalism, aka content marketing. His doubts were not, as some readers thought, about the benefits to non-publishing companies of treating content more journalistically. Say “I”

Brand Identity 100

Brand Identity Branding Eloqua Custom Publishing 100

B2B Memes

OCTOBER 19, 2012

Its content is atomized, aggregated, and personalized. Its news content, all sourced to the original, is entirely aggregated from elsewhere. And just as importantly, Circa tries to match the form of content to its container. In other words, content must be personalized. Related posts: Can Content Save Publishers?

Aggregators 100

Aggregators B2B Content Analysis 100

B2B Memes

DECEMBER 8, 2011

This was not only easier than our publishing CMS at work (where the same process would have taken hours, not seconds) but more functional—because there were comments, something most content management systems still lack. What do you think are the most pressing new-media issues facing journalists today?

CMS Development 100

CMS Development Peer-to-peer Lead Ranking Press 100

B2B Memes

SEPTEMBER 30, 2011

In it, the magazine editor described a frustrating planning meeting with his counterparts in advertising sales. As an editor myself, my instinct is to say that those sales people just don’t have the brains and creativity to sell good content. Commodity Content, Demand Media, and Quality. But that’s not fair.

Marketing Proposals 100

Marketing Proposals Custom Publishing B2B Sales Inbound Marketing 100