B2B Memes

JULY 13, 2010

As he says, “when content marketing looks like a product promotion it gets ignored like a product promotion.”. Many B2B editors cut their teeth rewriting press releases for their publication’s product and services section. Their first lesson was almost always to remove any form of endorsement language.

Ethics 100

Ethics PR Press Fulfillment 100

B2B Memes

NOVEMBER 24, 2011

In this view, journalism is a complex product that can only be produced by trained career journalists who are paid for their work. It’s their job to write, the readers’ to read, and the advertisers’ to pay for it all. (Ironically, he made this statement in a presentation he was giving for free.).

Media 100

Media User-Generated Content Social Media Training 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. Related posts: A Lesson from the Digital Productivity Terrorists. Digital Drudgery and Second-Stage Shovelware.

Ethics 100

Ethics Startups B2B Sales Paid Search Agency 100

B2B Memes

JANUARY 27, 2011

Early in my career I was the editor of an industrial product tabloid magazine. Consisting almost entirely of brief descriptions of new products, it was scarcely a glamorous publication. Readers and advertisers alike loved it because it fulfilled an essential need: the discovery of new materials, components, and services.

Demand 100

Demand Media Content Fulfillment 100

B2B Memes

MAY 6, 2011

In my days overseeing a large editorial group for a B2B publisher, my counterpart in sales was fond of telling me that advertisers found our editors arrogant. As with any other product, obsessing over details and searching for and correcting flaws won’t do any good if you never ship. They weren’t, and he knew it. Insist on finishing.

Ethics 100

Ethics Content B2B Sales User-Generated Content 100

B2B Memes

MAY 11, 2010

For my lack of production, blame a combination of travel, special projects, and, of course, my lizard brain.) Instead, companies that used to be advertisers go to the audience directly, in essence becoming publishers themselves. “ My silence since then, alas, doesn’t mean I found the answer.

PR 100

PR Content Fulfillment Public Relations 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. Gideon Lichfield. 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. Gideon Lichfield. 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

SEPTEMBER 9, 2010

Do you expect either advertising or subscriptions to play a role? However, as the business progresses there will be a greater emphasis on subscription content, advertising and lead generation, training, reports, and consultancy. We can see many future ways of expanding the product offerings over time.

Media 100

Media Lead Ranking B2B Thought Leadership Verticals 100

B2B Memes

DECEMBER 15, 2011

Many traditional journalistic enterprises are very concerned with doing content that sells copies and catches eyeballs for advertisers than truly informing the public, which is part of the pain I think Paul describes so well. Jay Rosen, who I do not always agree with, makes some particularly salient points on this very issue.).

Brand Identity 100

Brand Identity Branding Eloqua Custom Publishing 100

B2B Memes

DECEMBER 8, 2011

The world has changed and seeing people clinging defiantly to journalistic structures that were products of the print process—the inverted pyramid news story, and the 1000 word plus feature—as the only methods of journalistic expression is a melancholy call-back to King Canute. Business models is, sadly, the obvious one.

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