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. Ask for a definition.

Demand 100

Demand Peer-to-peer Social Networks Advertisements 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 ).

Content Marketing 100

Content Marketing Content Press Custom Publishing 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

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. As she explains, pure content businesses like magazines are just one of three types of media options for advertisers. Content, of course.

Word of Mouth 100

Word of Mouth Content Distribution Demographics 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. I’ve talked here before about how publishing and content marketing exist on a continuum , not distinctly separate, but more like siblings.

Advertorials 100

Advertorials Ethics Transparency Trust Marketing 100

B2B Memes

APRIL 20, 2012

I’m sure there were at least a few journalists who took offense at Gap marketing chief Seth Farbman telling an audience earlier this week that marketers are more honest than journalists. That doesn’t invalidate it as an activity, any more than it invalidates marketing.

Aggregators 100

Aggregators Advertisements Advertising B2B Marketing 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. As Miles notes, journalism is often biased in hidden ways by PR and marketing. Tags: Content Marketing Ethics.

Ethics 100

Ethics Transparency PR Advertising Mediums 100

B2B Memes

JULY 5, 2012

The discussion is frustratingly fractured and incomplete (it’s Twitter, after all), but it will give you a good sense of the issues that keep trade editors up at night: Preventing undue influence by advertisers (given the nature of B2B publishing, this topic was front and center). Dealing with insufficient staffing and hiring.

Ethics 100

Ethics B2B Press Twitter 100

B2B Memes

SEPTEMBER 29, 2011

In the latest chapter of its ongoing critique of AOL’s hyperlocal news network, Patch , Business Insider last week took aim at the marketing and sales-prospecting efforts the corporation expects its editors to undertake. You might object to the ethical aspects of combining editing with marketing or sales, or to the excessive workload.

Ethics 100

Ethics Startups B2B Sales Paid Search Agency 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. In his post, he reports on an effort by PR strategist Adam Sherk to enumerate the frequency of 98 marketing buzzwords in current press releases. innovative. award winning.

Ethics 100

Ethics PR Press Fulfillment 100

B2B Memes

NOVEMBER 24, 2011

But for traditional journalists and marketers alike, the notion of giving up editorial control can be challenging. It’s their job to write, the readers’ to read, and the advertisers’ to pay for it all. Today’s principle is closely related. Conversations are only truly conversational when they are collaborative.

Media 100

Media User-Generated Content Social Media Training 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

JUNE 30, 2010

For a movie made nearly 50 years ago, it remains remarkably relevant, not just for its treatment of addiction, but also, surprisingly, for its critique of corporate marketing and PR. This was, after all, the 1960s, the zenith of corporate marketing and advertising (think Mad Men ).

PR 100

PR Public Relations Ethics Transparency 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

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

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. But in a content-marketing setting, staff and stakeholders new to the publishing ethos may be less understanding. They weren’t, and he knew it.

Ethics 100

Ethics Content B2B Sales User-Generated Content 100

B2B Memes

SEPTEMBER 9, 2010

While these B2B publishers have a highly evolved understanding of their markets, their inability to sacrifice the “ cash cow in the coal mine ” keeps them mired in the past. Logically, then, the most exciting and successful advances in B2B media should come from those with an understanding of B2B markets but without the old-media burdens.

Media 100

Media Lead Ranking B2B Thought Leadership Verticals 100

B2B Memes

JANUARY 27, 2011

Likewise, commodity content is essential to publishing, especially B2B publishing and content marketing. Readers and advertisers alike loved it because it fulfilled an essential need: the discovery of new materials, components, and services. Or that the commodities they produce are worthless? Far from it. This is not a new development.

Demand 100

Demand Media Content Fulfillment 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. These questions came to mind yesterday when I read about the one-year anniversary of the hiring of journalist Jesse Noyes by Eloqua, a marketing automation company. Jesse Noyes.

Branding 100

Branding Brand Identity Eloqua Custom Publishing 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. As he explains, “Today almost every news outlet is organized around fixed beats: ‘financial markets,’ ‘real estate,’ ‘technology’, and so on.”. Gideon Lichfield.

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. As he explains, “Today almost every news outlet is organized around fixed beats: ‘financial markets,’ ‘real estate,’ ‘technology’, and so on.”. Gideon Lichfield.

Lead Ranking 100

Lead Ranking B2B Cross-Selling Act-On 100

B2B Memes

MARCH 9, 2011

For that reason, he’s now including “a modest amount” of advertising in his sidebar. Fed up with many shady web sites stealing his copy and, presumably, making money on it, he wants to make his own direct money from the site. 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 8, 2010

There’s potentially a role for you in any B2B enterprise, and not in doing PR or traditional marketing work, but in practicing straight journalism. By their nature, editors tend to be fairly cynical about marketing and branding. Be a social-media marketer. Of course, to nurture your brand, you have to market it.

Social Media 100

Social Media Media Lead Ranking Blogger 100

B2B Memes

DECEMBER 8, 2011

The old “journalism is a great way to sell advertising” model is in pieces online, and there still aren’t enough experiments that result in hard data about what journalism is actually good at achieving that makes money. 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 the old advertising model that powered trade magazines for so many decades withers away, it’s getting harder and harder to sell independent, reader-oriented content. Where does that leave us? It beats me.

Marketing Proposals 100

Marketing Proposals Custom Publishing B2B Sales Inbound Marketing 100

B2B Memes

OCTOBER 21, 2011

Just as it has muddled the distinction between professional and personal, and between home life and work life, just as it has confusingly merged the roles of reader, advertiser, and publisher, so it has blurred the traditional line between trade and consumer publishing. My point isn’t that B2B and consumer markets are one and the same.

B to B 100

B to B Media B2B Ethics 100