B2B Memes

SEPTEMBER 17, 2012

Writing last week for the Nieman Journalism Lab , Ken Doctor analyzed “ The newsonomics of the Quartz business launch. In identifying the key aspects and implications of the business news startup from Atlantic Media , Doctor touched on a number of key points for any business-oriented publication.

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B2B Memes

JUNE 13, 2011

Too many executives accept this distinction as the smart way to protect their business. Is it any accident that as traditional trade publishing declines, content marketing is on the rise? Have you wondered why advertisers have been devoting more of their budget to content marketing and less to traditional advertising?

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B2B Memes

JULY 6, 2011

In an article published last Monday, Joe Pulizzi advocated the use of editorial advisory boards for content marketers. Even when editorial board members start out as enthusiastic participants, they may well start to lose interest or become too busy to offer meaningful help. Beware editorial board disenchantment.

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B2B Memes

OCTOBER 4, 2010

journalists moving into content marketing ) is more than theoretical. 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.

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B2B Memes

APRIL 20, 2010

The commenter, Marylyn Donahue, is a former journalist who now makes a living writing for businesses. As Donahue sees it , there is a clear dichotomy between journalism and sponsored content. In sponsored content, the deliverable is the promotion of the sponsor’s point of view. ’”. This makes sense.

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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.

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B2B Memes

DECEMBER 7, 2011

In an article today on MediaShift, Dorian Benkoil makes a good case for why reporters and editors should be more involved in the business side of publishing. ” As I’ve suggested before , the purpose of the editorial wall isn’t just to keep the business side out of editorial. An Editorial Wall for Content Marketing?

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B2B Memes

SEPTEMBER 22, 2010

The webinar, “ Enhancing Your Career in the B2B Press ,” is sponsored by the American Society of Business Press Editors.). My working life is now completely consumed by content marketing. 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

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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. Jesse Noyes. Say “I”

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B2B Memes

NOVEMBER 29, 2011

Of course there are many uses and strategies for the social web, but at least with the businesses I work with, that is the biggest piece of advice I can give them. After graduation, did you go into journalism first, or directly into marketing? Why did you end up in marketing? Marketing is the front line of value-creation.

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B2B Memes

JULY 15, 2011

I would suggest, in fact, that every B2B publisher and content marketer needs one or more early adopters in their midst. But they might just save your business. Trade publishing has declined for plenty of other reasons as well, but resistance to new technologies and modes of communication has been a critical factor.

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B2B Memes

AUGUST 31, 2010

While you might be passionate about analytic philosophy or avant-garde classical music, you should probably avoid titles like “What Wittgenstein Can Teach You about Buyer Personas” or “ Arnold Schoenberg and the Art of Content Marketing.”). The key is not to make a comparison just because it’s weird or surprising.

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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.

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B2B Memes

JANUARY 31, 2012

As Seth Godin says of non-fiction book publishing , it’s an organized hobby, not a business: “The return on equity and return on time for authors and for publishers is horrendous. The Coming Content Marketing-Publishing Continuum. I’ll have more to share later, but here are my first 5 lessons. Don’t count on making money.

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B2B Memes

MARCH 9, 2011

For B2B professionals, mixing social media and business requires a delicate balance of giving and selling, sharing and monetizing. Too much giving and you’re out of business; too much selling and you’re out of friends. The path to monetization is full of perils, and inevitably changes your relationship with your audience.

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B2B Memes

DECEMBER 10, 2012

Back then, he surprised me with a pessimistic assessment of the state of content marketing as a home for journalists. Companies whose main business is not publishing, he said, are simply unwilling to take on serious journalism. Related posts: Paul Conley: Has the Content Marketing Dream Become a Nightmare?

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B2B Memes

APRIL 29, 2011

One of the reasons a photograph can seem so powerful is that it captures details of an event that many news or business writers might not think pertinent or appropriate—a facial expression, the relation of people to their surroundings, the sense of place. But that’s only true if the writer learns to see and write in a visual way.

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