The Coming Death of Self-Publishing
FEBRUARY 14, 2012
Until recently, the only practical alternative for aspiring authors was vanity publishing: paying a company a large sum of money to produce their book, with little or no marketing or sales assistance. It won’t be long before self-publishing as a concept is dead. In fact, it’s healthier and growing faster than ever. These distinctions were once a reliable measure of quality.
Paul Conley: Has the Content Marketing Dream Become a Nightmare?
DECEMBER 6, 2011
And my experience has been that the overwhelming majority of these companies don’t have a culture that is open to journalism. These companies don’t have the stomach for news and the confrontations it can promote. Publishers sell the use of their editorial staff to the same companies that buy advertising. Paul Conley. They panic when someone complains. Schaefer.
Swabbing the Decks of the Titanic: Why You Should Learn Programming
OCTOBER 19, 2011
Companies, governments, organizations and individuals are constantly putting more data online: Text, videos, audio files, animations, statistics, news reports, chatter on social networks. This is impossible. I’ll never get this.” When I tweeted a link to the article, I wrote “”Journos: If you fear coding, you fear the future.”. You’re set, right? But Why not play it safe?
Adam Tinworth: Journalism in a Period of Continuous Change
DECEMBER 8, 2011
The single most important moment happened in late 2001, when I first encountered a site called Livejournal. I was freelancing for an American games company to top up my rather meager journalistic income from my full-time job, and some people I was collaborating with on a project invited me to join the early blog/journaling site. Adam Tinworth. Business models is, sadly, the obvious one.
Evangelizing a Content Marketing Program
person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.
Journalism, Professionalism, and the Turing Test
MAY 9, 2012
Robot reporters are cornering the market on facts, as companies like Narrative Science and Automated Insights perfect the science of teaching software to turn data into news stories. What’s the way forward for journalists? Doubling down on the traditional ideals of objectivity and impartiality? Embracing the subjective, personality-driven approach of social media? Want to Twitter Better?
Three Ways to Annoy People and Produce Great Content
MAY 6, 2011
Within a publishing company, there is high tolerance for irksome editors. 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 like all great ideas, it’s not as simple or as sunny as it first appears. The problem is this: To make great content, you sometimes have to be a wee bit obnoxious. If you’ve worked much with journalists and editors, you understand. The trait is not genetic, but occupational. They weren’t, and he knew it. Care about details.
Editorial Quality Vs. Revenue: A False Dichotomy
SEPTEMBER 30, 2011
Indeed, the editor now feels like a publishing pariah: “I don’t feel like I can talk to anyone at my company without seeming as though I was anti-revenue.” On its blog earlier this month, the American Society of Business Publication Editors published an anonymous and despairing note from one of its members. In it, the magazine editor described a frustrating planning meeting with his counterparts in advertising sales. Eventually, the group decided to develop a project series based on what sponsorships could be sold, not necessarily what has proven popular with readers.
Is the Distinction Between Consumer and B2B Media Still Meaningful?
OCTOBER 21, 2011
What once made trades so distinctively different from the consumer side was, as Jim Edwards writes of Adweek , obscurity and scarcity: “It churns out enough detailed information about the ad biz to require ad execs to buy subscriptions to it and to require marketing services companies to buy advertising in order to reach those executives.” Writing this week in Folio: , Matt Kinsman asks “Why Do Consumer Stars So Often Fail to Shine in B-to-B?” It’s no criticism of Kinsman, whose work I admire, that after reading this piece I could only ask in return, “who cares anymore?”. Fair enough.
Breaking News: People Who Like Print, Like Print
OCTOBER 28, 2011
have nothing but admiration for the company and its staff. So anything I say here is not intended as a criticism of the company. 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. I’m sure it’s true. I’m also sure it’s not very meaningful.
Do B2B Editors Get Twitter?
AUGUST 12, 2011
Tweets or retweets that link to or contain content from sources other than the editor’s company. As with other business-to-business content creators these days, there are few trade press editors who don’t have—and at least occasionally use—a Twitter account. The obvious promotional benefits of this social media tool have led most trade publishers to insist, rightly, that their editors use it. But how many use Twitter not just for promotion, but for its most valuable benefit, social engagement? There’s no authoritative answer that I know of. found seven who met this standard. Curatorial.
Content Marketing Playbook: Strategy and Roadmap
returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.
“Content Is Power”: Q & A with Mark W. Schaefer
NOVEMBER 29, 2011
For a company, it should not be about “the conversation” or the hype. Mark W. Schaefer. couple of years ago when I started B2B Memes it was my plan to focus exclusively on trade publishing. For me, a journalist, this came as a jolt. In more than 20 years as a B2B editor, I worked frequently with both public relations and marketing people. Our goals were fundamentally different. love that!
The Future of Content Is Not Destination but Identity
NOVEMBER 8, 2011
Consider, for instance, what Ziff Davis Enterprise CEO Steve Weitzner recently told Folio: about his company’s move to digital-only publication: “”We will publish [ eWeek ] in the same way—it will go through the same editorial process, the stories will get vetted, they’ll be laid out by art, we just won’t print it or mail it.” Is Somehow, I doubt it.
Time to Surf the Wave of the Personal Brand
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. 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. link].
The Skeuomorphic Byline: How Journatic Screwed Up by Looking Backward
JULY 4, 2012
The real issue was not that the company used fake bylines on its stories, but that it used bylines at all. Journatic screwed up because the company wanted to have it both ways: to embrace new-media principles while trying to disguise them. Among the company’s alleged misdeeds was its use of fake bylines on some of the stories it produced. No related posts.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. of content marketing technology companies have.
Are You Highly Digital? Try This Test
JULY 3, 2012
In a Harvard Business Review blog post discussed last week by Mark Schaefer , authors Jeffrey Rayport and Tuck Rickards asserted that most big companies are too far behind the digital curve. But what interests me is the four-part test they use to assess companies. By their standards, only nine of the Fortune 500 corporations are highly digital. That’s no surprise.
Jesse Noyes: Brand Journalist or Brand Reporter?
DECEMBER 15, 2011
His doubts were not, as some readers thought, about the benefits to non-publishing companies of treating content more journalistically. Is there really no place for journalistic values in most companies? 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.
A Word Every Publisher Should Know
NOVEMBER 14, 2011
As I noted last week , one challenge for companies like Ziff Davis Enterprise in going digital-only is whether they should retain the old functional metaphors of print—the page turns, the layouts, the display ads—or drop them in favor of inherently digital functionality. Skeuomorph. It’s one of those words you have to look up several times before you can remember it.
Back from the Dead: The Challenge of Digital First
MAY 31, 2013
How the transition plays out will vary with the circumstances of each company, of course, but the main hurdle is the same for all legacy publishers—the all-consuming demands of the print process. “‘I am Lazarus, come from the dead. Come back to tell you all, I shall tell you all’”. Eliot. Or to put it more plainly, I took a job with a legacy publisher to help it go digital-first.
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
Relationships That Last A Lifetime Focus On People, Not Companies, To Increase Advocate Engagement by Laura Ramos September 28, 2015 FoR B2B MaRketing PRoFeSSionaLS FORREsTER.COM key takeaways Customer Testimony Helps B2B Attract. all other trademarks are the property of their respective companies. focus on companies to include the individuals behind the customer success stories.
Worried That Journalist Robots Will Replace You? Say “I”
OCTOBER 6, 2011
Two of those companies, Narrative Science and Automated Insights , are developing programs that churn through computerized data about sports and other topics and spit out news stories. The fact that trade publisher Hanley Wood is one of the companies working with Narrative Science is, to me at least, encouraging. They are not going away. As James W. Without the I , there’s no you.
Lewis DVorkin: Content Marketing or Advertorial?
AUGUST 10, 2012
Is Lewis DVorkin a visionary or a sell-out? I can never quite make up my mind. That’s That’s never more true than when he writes about content marketing, as he did last Monday. As Chief Product Officer for Forbes Media he’s done some impressive things to advance the publication’s online and social-media presence, and his “Copy Box” column is essential new-media reading. True enough.
Thanks to Social Media, I No Longer Mistake Terrorists for Water Dispensers
MAY 2, 2011
The weekend before 9/11, the supply line to a water dispenser in my company’s kitchen had burst, and on Monday the 10th, the staff spent much of the day dealing with the effects and working with water damage specialists. Though I think of myself as a well-informed, up-to-date kind of guy, I have a history, shared with my wife, of drifting unconsciously out of the event stream and becoming completely unaware of what’s happening in the world. We’re not the kind of people who seek out media and keep a TV or radio on at all times. Events find us now, whether we’re looking for them or not.
Webcasts Grow Up
APRIL 12, 2011
It’s no doubt priced at a level that puts it out of reach for smaller companies, but it may well set a standard for integration and ease of use that will spread to other platforms. In one of the earliest posts on this blog I complained about the lack of social-media awareness and interactivity in most B2B webcasts. haven’t seen much improvement in the intervening 18 months—until today.
Study: How Much of Your Content Marketing Is Effective?
companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.
The Yin and Yang of Content Economics
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. It has the look of two trends hurtling toward a head-on collision. Content is getting ever cheaper, but to be effective, content has to get ever better. Was hoping to eat in 2011.”.
What Killed Borders? A Loss of Passion
JULY 20, 2011
While the Borders manager was convinced of the superiority of his company’s approach to bookselling, he wasn’t brash. The announcement this week that Borders Group will liquidate its remaining bookstores by the end of the summer puts an end to my hopes for its unlikely revival. But though I’m sad to see it go, I don’t worry about the future of books or reading. What killed Borders wasn’t some irresistible economic or cultural force, but the loss of an essential resource businesses need to survive in times of change: passion. Related posts: A Lament for Borders Bookstores.
Be Yourself. Just Not Your Real Self: Scripps’ Muddled Social Media Policy
JUNE 30, 2011
It’s reasonable for a company to say, “Look, if you tweet using one of our corporate or branded Twitter accounts, remember you’re speaking for us too.” If you need any confirmation that legacy publishers just don’t get social media, give the new social media policy from E.W. Scripps a glance. As summarized by Jay Rosen, the message Scripps is sending to its employees is. “Be afraid. Be very, very afraid. Got it? Now go out there and kick some social media ass.”. In effect, it drains the life out of both. Why? I’d guess because they want to have it both ways. I.e., a stiff.
Can Content Save Publishers? Only If They Wake Up
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. Though at first it might seem odd to say that businesses built on content don’t value it, she has a point. As she explains, pure content businesses like magazines are just one of three types of media options for advertisers. If you have strong owned and earned media, why pay a third party for theirs? Great content—at which traditional media excel—should be a compelling reason. Content, of course.
Content Methodology: A Best Practices Report
company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.
No Monopoly on Lousy Content
JANUARY 29, 2011
There’s little editing, no quality control — it’d be understandable if this was user-generated content, but the junk is coming from major media companies, ones with paid content producers. Are content farms just convenient whipping boys for bloggers and mainstream media alike? When the likes of Demand Media and Associated Content aren’t being flayed for underpaying writers, they are criticized for producing lousy content. But bad writing and reporting are readily found both on and off the Internet, from personal blogs to city papers. Increasingly the Internet is a gigantic content farm.
Content Marketing & Journalism: Theory vs. Practice
DECEMBER 10, 2012
Companies whose main business is not publishing, he said, are simply unwilling to take on serious journalism. The time is ripe, he nows argues, for companies to jump into true, investigative reporting. Brand companies don’t have a culture that is open to journalism. These companies don’t have the stomach for news and the confrontations it can promote. More companies are now willing to court controversy, he says, and he boldly predicts that in 2013 at least one non-publishing brand will do “solid, hardcore, investigative” journalism. hope it does.
Attribution and Linking Are Essential to Transparency
NOVEMBER 4, 2011
As Buttry says, the idea of a press release is that you can freely crib from it—the company that sent it to you will be perfectly happy if you do. MUD day 4: If you’re a B2B journalist or a journalistically inclined content marketer, you should be faithfully following Steve Buttry’s blog. Although he’s a died-in-the-wool newspaper guy, he deals frequently and insightfully with issues that also plague trade editors and reporters. good example is from Buttry’s post on Monday, in which he offers advice on attribution. The first is the thorny issue of press releases.
Commodity Content, Demand Media, and Quality
JANUARY 27, 2011
That isn’t to say the company is not aiming for quality, or not at least claiming to. Are commodity content and quality incompatible? That seems to be the underlying assumption of most discussions of Demand Media’s “frothy” IPO successfully concluded yesterday. Ominously, perhaps, that event was preceded by Google’s promise last week to clamp down on high-ranking content-farm sites with “shallow or low-quality content.”. The terms content farm and content factory are meant to be disparaging, as if content is worthless if it isn’t lovingly crafted by hand. Far from it.
B2B Marketing Trends for 2016
Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.
The Decline of the Single Editorial Voice
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. Later today, Keith Olbermann will make a statement on Twitter about, presumably, the circumstances of his departure from MSNBC. Though that’s a small thing in itself, says ReadWriteWeb’s Marshall Kirkpatrick , it’s a reflection of a huge shift in media. After citing other examples of how social media allows individual voices to flourish outside of traditional mass-media outlets, Kirkpatrick writes that.
Rethinking the Role of “Advertisers”
SEPTEMBER 17, 2012
As company president Justin Smith told Adweek , “We believe branded content is going to be an essential part of the site itself.”. Writing last week for the Nieman Journalism Lab , Ken Doctor analyzed “ The newsonomics of the Quartz business launch. ” It should be required reading for every B2B journalist and publisher. Rethinking the Article as the Basic Unit of Journalism.
Editorial Wall, or Prison Wall?
OCTOBER 19, 2010
Therein, Martin Cloake argued that content creators have been deliberately kept on the sidelines: “Traditionally, it’s been people from the ad/sales side who have risen to top positions in media companies. As a representative of your company, you’re telling customers that you couldn’t care less about their business. There’s been some fervent debate in recent days about the risks of an entrepreneurial role for editors. Note: By the term editor I mean any journalist, whether writer, reporter, or editor.) Does admire the plain speaking, but my first reaction was, Are you nuts?
Brand Journalism Trend Heats Up in UK
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.. In a blog post today, Ian Burrell, the media editor for The Independent offered fresh evidence that, at least in the UK, the growth of brand journalism (i.e., journalists moving into content marketing ) is more than theoretical. Melissa Dick, digital editorial director of Elle UK to Asos. Fiona McIntosh, Grazia founding editor, to My-Wardrobe.com.
Staffing and Launching Your Content Marketing Program
companies around the globe: 1. JOE CHERNOV, VP OF MARKETING, HUBSPOT: “HubSpot is not only a company, but it’s also the cata- lyst of a movement. work at a small company without a lot of bureaucracy. company or in one of those industries, you might be. though a lot of their stories report on the company’s. the company has in place, the editorial team has the.
Beats vs. Obsessions: More Lessons for B2B from Quartz
OCTOBER 4, 2012
Most B2B publishers talk a lot about data, but mostly to ask, “Gee, how can we sell our data to companies and make a lot of money?” Gideon Lichfield. 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.