B2B Memes

JULY 22, 2013

As Jeff Jarvis said in a tweet Ingram quoted, they need to be thinking of themselves as platforms for building individual brands—something I see few B2B publishing companies doing. And lest I seem to be piling it onto editors unduly, I should note that B2B media brands need to be as cognizant of this trend as individuals.

Personalization 100

Personalization Brand Identity Branding Blogger 100

B2B Memes

OCTOBER 4, 2010

The big publishers of the future may no longer be the news organisations of old but companies that want to sell you stuff: shoes, gadgets, holidays. Companies that have a story to tell and the money to get it told.&#.

Trends 100

Trends Advertorials Brand Identity Branding 100

B2B Memes

SEPTEMBER 29, 2011

They are expected to do all of the things they would have to do if they owned their own web sites, but merely in service of building wealth for AOL shareholders.”. As salaried employees, their only incentive to work as hard as AOL expects is the chance to keep their jobs.

Ethics 100

Ethics Startups B2B Sales Paid Search Agency 100

B2B Memes

JUNE 28, 2010

to position the company as a trusted information source for the future, to earn the respect of the audience through truthful content.”. Building that superstructure involves a lot of work and interaction with the audience. Whether the architecture is always negotiable or involves some other constant principles is up for debate.

Ethics 100

Ethics Transparency PR Advertising Mediums 100

B2B Memes

AUGUST 10, 2012

As he goes on to say, the “idea that a company—as a brand and marketer—can be an expert content creator and reach an audience by disintermediating reporters is confusing, threatening and scary to an entire profession that had its way for a century.”. It is, rather, “a brand-building platform for journalists and expert voices.”

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 100

B2B Memes

AUGUST 10, 2012

As he goes on to say, the “idea that a company—as a brand and marketer—can be an expert content creator and reach an audience by disintermediating reporters is confusing, threatening and scary to an entire profession that had its way for a century.”. It is, rather, “a brand-building platform for journalists and expert voices.”

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 100

B2B Memes

JANUARY 24, 2011

The discussion last week about which department within a publishing company should “control” social media indicates how much rethinking remains to be done. But somehow these efforts to build identity seem only to have diminished it. For traditional media, which still expect control, this trend is difficult to accept.

Bundling 100

Bundling Social Media Distribution Advertising Channels 100