B2B Memes

DECEMBER 15, 2011

His doubts were not, as some readers thought, about the benefits to non-publishing companies of treating content more journalistically. Rather, he was questioning whether most companies were really prepared to be more journalistic, to accept journalistic values. Is there really no place for journalistic values in most companies?

Brand Identity 100

Brand Identity Branding Eloqua Custom Publishing 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. Companies that have a story to tell and the money to get it told.&#.

Trends 100

Trends Advertorials Brand Identity Branding 100

B2B Memes

OCTOBER 28, 2011

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 have nothing but admiration for the company and its staff. So anything I say here is not intended as a criticism of the company. Those publishers usually ask Readex to survey their readers.

Buzz 100

Buzz Comparison Custom Publishing Newsletter 100

B2B Memes

APRIL 12, 2011

If I were still an On24 customer (I last worked with them three years ago) I would be very excited about this new platform. 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.

Webcast 100

Webcast Social Media Impressions Pricing 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. Reflecting on Pigott’s blog post, he thinks some companies will make the effor t.

Ethics 100

Ethics B2B Deliverability Blast Campaigns 100

B2B Memes

SEPTEMBER 9, 2010

I think this sums up an approach that all media companies need to employ. Over time one of those revenue streams might rise to be dominant, but during my whole career in B2B media the most successful brands I have worked on have made money in many diverse ways—whatever the customer needs. How are you financing this venture?

Media 100

Media Lead Ranking B2B Thought Leadership Verticals 100

B2B Memes

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.

Ethics 100

Ethics Transparency Advertisements Advertising 100