B2B Memes

MARCH 2, 2011

Though there has been plenty of lip service by the sales, marketing, and circulation types that largely dominate trade publishing, their real interest and belief in content has all too often been minimal. But now that advertisers no longer need publishers for distribution, what’s left to offer them? In theory, publishers still do.

Word of Mouth 100

Word of Mouth Content Distribution Demographics 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. In fact, for the B2B world in particular, it is a crucial concept. In almost every way, the B2B print model is poorly suited to this pursuit. 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. In fact, for the B2B world in particular, it is a crucial concept. In almost every way, the B2B print model is poorly suited to this pursuit. Gideon Lichfield.

Lead Ranking 100

Lead Ranking B2B Cross-Selling Act-On 100

B2B Memes

JULY 5, 2012

That’s what makes a recent Twitter chat among B2B editors and writers a valuable resource. Finding the proper level of involvement with marketing (particularly in sponsored webinars, a medium uniquely popular in trade publishing). These concerns are not unique to B2B journalists, of course.

Ethics 100

Ethics B2B Press Twitter 100

B2B Memes

APRIL 14, 2010

For the last couple of weeks, I’ve been working on a project that involves reading a bunch of feature articles from a wide range of B2B publishers. I guess because there’s so much gloom and doom surrounding the future of B2B publishing. What really distinguishes the best B2B writers is their love of the topic.

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Effectiveness B2B Content Paid Search Agency 100

B2B Memes

AUGUST 31, 2010

It’s a popular tactic among B2B bloggers to look at dry B2B topics through the prism of seemingly unrelated personal enthusiasms. Viewed from a distance, a favorite pop band or children’s book might not seem relevant to B2B marketing and communications. That we can learn something about B2B from IBM is useful but not surprising.

Blogger 100

Blogger Personalization B2B Comparison 100

B2B Memes

SEPTEMBER 26, 2012

For many in B2B publishing, the future hinges on a simple question: Is online advertising viable? But to me, at least, one thing is certain: advertising will only work where it is based on transparent, equal, and positive relationships among publisher, advertiser, and consumer. In practice, this means two things for publishers.

Advertisements 100

Advertisements Advertising Media Transparency 100

B2B Memes

SEPTEMBER 26, 2012

For many in B2B publishing, the future hinges on a simple question: Is online advertising viable? But to me, at least, one thing is certain: advertising will only work where it is based on transparent, equal, and positive relationships among publisher, advertiser, and consumer. In practice, this means two things for publishers.

Advertisements 100

Advertisements Advertising Media Transparency 100

B2B Memes

APRIL 20, 2010

Though content marketing may try to mimic the balance of journalism, it’s an appearance, she says, not a reality: “The real (ethical, if you will) problem with content-solution, custom publishing writing is that it is deeply dishonest to the reader. The reader is left not knowing what they don’t know. Why then does the writer do it?

Ethics 100

Ethics B2B Deliverability Blast Campaigns 100

B2B Memes

SEPTEMBER 17, 2012

” It should be required reading for every B2B journalist and publisher. But unlike too many other legacy publishers, they have at least recognized that the old one is broken and will never be mended. Forbes and Atlantic Media may not have found the right model yet.

Advertisements 100

Advertisements Advertising Advertorials Ethics 100

B2B Memes

SEPTEMBER 17, 2012

” It should be required reading for every B2B journalist and publisher. But unlike too many other legacy publishers, they have at least recognized that the old one is broken and will never be mended. Forbes and Atlantic Media may not have found the right model yet.

Advertisements 100

Advertisements Advertising Advertorials Ethics 100

B2B Memes

DECEMBER 6, 2011

Throughout the last decade, his blog was required reading for anyone concerned about the future of trade publishing, and has made him, as he puts it , “weirdly famous in some cool media niches.” ” It doesn’t help, Conley adds, that traditional publishers are also entering into content marketing.

Content Marketing 100

Content Marketing Ethics Content Vendors 100

B2B Memes

MAY 13, 2010

As one of the few acknowledged leaders and innovators in B2B publishing, IDG seems always to know when to act on industry trends. The publisher of titles like Computerworld and CIO was a pioneer in China and Web-first publishing. It’s a big step beyond traditional custom publishing, which is nothing new for IDG.

Content Marketing 100

Content Marketing Content Press Custom Publishing 100

B2B Memes

JANUARY 27, 2011

Likewise, commodity content is essential to publishing, especially B2B publishing and content marketing. Yes, there are unique and exciting developments to cover in any B2B industry, but most B2B media are built on a platform of commodity content. Or that the commodities they produce are worthless? Far from it.

Demand 100

Demand Media Content Fulfillment 100

B2B Memes

JUNE 13, 2011

As any editor who’s somehow crept into the upper echelons of B2B publication management will know, the language of accounting and spreadsheets rules most boardroom discussions. Among the many challenges publishers face today, the first is getting and keeping attention. Sales is a profit center , editorial is a cost center.

Advertisements 100

Advertisements Advertising B2B Sales Cost 100

B2B Memes

SEPTEMBER 29, 2011

I suspect this will be an ever-larger issue for trade publishers trying transition into the new-media era. I’m not sure traditional publishing businesses have any choice, though. The future of online trade journalism may not lie with large independent publishers.

Ethics 100

Ethics Startups B2B Sales Paid Search Agency 100

B2B Memes

MAY 2, 2012

For most B2B publishers, electronically delivered news content is becoming an increasingly important part of their output. In theory, any B2B e-news package consistently delivering relevant, high-enterprise, fast-paced, exclusive content should dominate its competitive space. a consulting firm serving B2B publishers.

Case Studies 100

Case Studies Aggregators Comparison Blogger 100

B2B Memes

SEPTEMBER 9, 2010

It’s almost a new-media axiom that traditional publishers can’t move forward effectively online because they have too much skin in the old-media game. 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.

Media 100

Media Lead Ranking B2B Thought Leadership Verticals 100

B2B Memes

SEPTEMBER 22, 2010

As part of a webinar for B2B editors on September 23, 2010, I’m speaking on “Managing Your Career in the Social Media Era.” (The The webinar, “ Enhancing Your Career in the B2B Press ,” is sponsored by the American Society of Business Press Editors.). What Would Google Do? Paul Conley: The seasons, they go round and round. “My

Social Media 100

Social Media Work Management Media Bandwidth 100

B2B Memes

MARCH 8, 2010

In the B2B publisher’s dream world, the transition to online media would come as a natural evolution from print. Until traditional B2B publishers accept and adapt to this reality, they will remain stuck in the past. Moreover, they think that their publishers lack the vision necessary to succeed online.

Media 100

Media Training Work Management Customer Surveys 100

B2B Memes

NOVEMBER 15, 2011

” Back in August, I did an informal study of one B2B publisher’s editorial use of Twitter, and found that most tweets tended to be promotional (linking to in-house sources) rather than curatorial (linking elsewhere) or conversational (engaging with users). Related posts: Do B2B Editors Get Twitter?

Twitter 100

Twitter Transparency Promotion Studies 100

B2B Memes

JULY 22, 2013

Mathew Ingram’s recounting today of blogger Nate Silver’s leap from the New York Times into the welcoming arms of ESPN underscores a trend B2B journalists and editors ignore at their peril. My sense is that most B2B journos are largely unaware of the trend, or largely unwilling to hop onto it. Time is running out.

Personalization 100

Personalization Branding Brand Identity Blogger 100

B2B Memes

OCTOBER 28, 2011

There’s been a minor buzz this week in B2B circles about recent survey results suggesting that paper magazines and newsletters remain extremely important to business professionals. Now before I say anything more, I should mention that in my previous career in publishing I was a Readex customer for 20 years or so. I’m sure it’s true.

Buzz 100

Buzz Comparison Custom Publishing Newsletter 100

B2B Memes

FEBRUARY 23, 2011

In the most recent comment yesterday , my friend and mentor Howard Rauch argued that excessive digital workloads are very real phenomena for B2B editors. The problem for many journalists and publishers is that they don’t see the full extent of this difference. It’s understandable that those who work for such publishers are upset.

Advertising Mediums 100

Advertising Mediums Press Blogger Newsletter 100

B2B Memes

OCTOBER 8, 2010

For B2B journalists and editors, the transition to the social-media era can be daunting, especially if they rely on their employers to lead the way. As an ASBPE-Medill survey of B2B editors showed last April, traditional publishing companies have offered little new-media training or guidance. Be media neutral. Be a brand.

Social Media 100

Social Media Media Lead Ranking Blogger 100

B2B Memes

OCTOBER 4, 2010

Though Burrell uses never names it as such (a “web version” of “customer publishing” is the closest he comes to labeling the trend), it’s clear from his opening that he’s talking about content marketing: “Get used to it. journalists moving into content marketing ) is more than theoretical.

Trends 100

Trends Advertorials Branding Brand Identity 100

B2B Memes

AUGUST 9, 2012

I’ve hit the “publish” button thinking to myself, “this could well be my best Blog post to date,” only to find out a short while later that nobody cared. Validation came not from readers as much as from “publishers, editors and fellow content creators. agreeing to publish our work in the first place.”.

Validation 100

Validation Content Blogger Social Media 100

B2B Memes

AUGUST 9, 2012

I’ve hit the “publish” button thinking to myself, “this could well be my best Blog post to date,” only to find out a short while later that nobody cared. Validation came not from readers as much as from “publishers, editors and fellow content creators. agreeing to publish our work in the first place.”.

Validation 100

Validation Content Blogger Social Media 100

B2B Memes

APRIL 1, 2010

For B2B companies embracing their new role as publishers, the content marketing community has produced a huge archive of valuable advice. There is at least one topic, however, that is rarely discussed: the legal risks and responsibilities of publishing. Tags: Content Marketing Ethics publishing law transparency.

Privacy Policies 100

Privacy Policies Copyright Ethics Content 100

B2B Memes

DECEMBER 3, 2011

I’ll keep doing what I’ve done all along on this blog: covering with an analytical eye the intersection of new media with B2B publishing and communications. .” Although I haven’t achieved enlightenment by simply writing blog posts for 30 consecutive days, I think the advice applies.

Ethics 100

Ethics Impressions Intent Social Media 100

B2B Memes

OCTOBER 22, 2010

But of greatest interest to B2B Memes is the addition of a sentence to section 9 of the guidelines, “Editorial Participation in Advertising.&# This stricture can refer to the fairly traditional practice among many publishers of covering their own conferences and trade shows.

Rules 100

Rules Ethics Content Marketing Guidelines 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. In the broadest sense of the term, it’s publishing.

PR 100

PR Content Fulfillment Public Relations 100

B2B Memes

SEPTEMBER 8, 2011

In a rare post today, Paul Conley stated the obvious : he doesn’t publish much on his blog anymore. But for anyone interested in B2B publishing and communications, it is essential and enlightening reading.). Well, duh–all his fans are painfully aware of that. (If I would argue that it doesn’t matter.

Social Media 100

Social Media Media Blogger Act-On 100

B2B Memes

MARCH 12, 2010

B2B magazines probably have a higher percentage of commodity content than other types of publications. That’s partly due to the prevalence of service journalism in B2B. Rather, I’m suggesting that publishers invest some resources in building systems similar to those Demand Media uses to process its commodity content.

Demand 100

Demand Advertorials Media Content 100

B2B Memes

AUGUST 10, 2012

DVorkin describes AdVoice as an outlet for content marketing, which he defines as “brands using the tools of digital media and social sharing to behave like original-content publishers.” AdVoice, he says, is “a fully transparent way for marketers to publish and curate content on Forbes.com and in our magazine.”.

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 100

B2B Memes

AUGUST 10, 2012

DVorkin describes AdVoice as an outlet for content marketing, which he defines as “brands using the tools of digital media and social sharing to behave like original-content publishers.” AdVoice, he says, is “a fully transparent way for marketers to publish and curate content on Forbes.com and in our magazine.”.

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 100

B2B Memes

JANUARY 10, 2011

As Paul Conley has argued , the result is an “excellence craze”: “In B2B, where I make my living, it seems like every company in every tiny niche of every industry has become a content creator. There are a thousand voices competing for very small audiences. The only way I can ensure that my voice is heard is if my content is fantastic.”.

Content 100

Content Custom Publishing Network Marketing Social Media 100