The Coming Death of Self-Publishing
FEBRUARY 14, 2012
Related posts: The Coming Content Marketing-Publishing Continuum. It won’t be long before self-publishing as a concept is dead. That’s not to say that the activity of publishing, whether it’s done by an individual, a small loose-knit group, or a corporation, is in decline. 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 though he is now beginning to question its potential, he was an early advocate for content marketing as a promising new career path for journalists. ” In 2008, Conley’s focus began to shift from traditional trade journalism to content marketing, which at one point he described as “the most exciting part of the B2B world today.” Paul Conley. Schaefer.
E-Books: The Next Front for Journalists in Transition
SEPTEMBER 19, 2011
For many journalists, their entrée into book publishing may be initiated by their employer, as the Times article suggests: “Swiftly and at little cost, newspapers, magazines and sites like The Huffington Post are hunting for revenue by publishing their own version of e-books, either using brand-new content or repurposing material that they may have given away free in the past.”. Related posts: Journalists, Content Marketing, and Tough Questions. Over the weekend, I read a couple of blog posts that highlighted for me the shifting battlefront in the digital-media wars. Probably not.
Swabbing the Decks of the Titanic: Why You Should Learn Programming
OCTOBER 19, 2011
Those journalists, he says, must be able to “construct, manipulate, and advance digital distribution of content and information.” If they don’t have a positive, can-do attitude towards programming, they won’t succeed. The decisions they make can strongly influence your content, and if you don’t know what to ask for and to explain why you’re asking, your content will suffer.
Three Ways to Annoy People and Produce Great Content
MAY 6, 2011
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. The problem is this: To make great content, you sometimes have to be a wee bit obnoxious. But in a content-marketing setting, staff and stakeholders new to the publishing ethos may be less understanding. If you want to produce great content, you must risk irritating people in one or more of the following three ways. 1. The trait is not genetic, but occupational.
Three Tips for Simple but Effective Infographics
MARCH 29, 2011
It’s evidently a topic that resonates with all kinds of content creators, not just journalists. Design blogging content graphicsAngela Alcorn's Advice on Infographics. Last Friday’s post on infographics got much more attention than I expected from an impromptu effort. The articles and resources Alcorn cites are enormously informative, but almost too much so. Borrow an infographic.
Infographic skills: No longer optional for journalists
MARCH 25, 2011
So journalists, content marketers, and writers alike take note: Infographic skills are no longer optional. First, a confession: My first reason for writing this post is so I can embed a really cool infographic about Google on my blog. But the fact that I want to do it reflects the power and beauty of infographics. It encourages your readers to dwell on data they would otherwise skim over.
Ariana Owes Me (and Maybe You) Big Bucks
APRIL 13, 2011
Sure, Jonathan Tasini and all those other cry babies who are suing her wrote a lot of great content for HuffPo. But what’s content worth in dollars and cents without readers? It’s an attention economy , not a content economy. We’ve been modern-day attention slaves on Arianna’s content plantation long enough. Not much. Not on your life. This is our money.
Stop Killing Your Content: 3 Reasons Your Content Falls Flat
Stop Killing Your Content: 3 Reasons Your Content Falls Flat. Content has proven to be a highly effective driver of revenue, both directly and indirectly. Each year B2B organizations spend more than $5.2B on content creation and distribution. Additionally, 77% of marketers say content is core to business success. on content development initiatives. content.
Social Media and Ethics: An Interview with B2B Editor Maureen Alley
MARCH 11, 2011
My goal with the Facebook page is a place to provide more content than 140 characters—enhancing information that was provided in a tweet. I don’t want people who are our fans and follow us to see the same content and decide to only follow/friend one of the media. It’s important to provide good, quality content to our readers with good ethics backing them up. It’s very fluid.
Facebook Subscriptions: Overdrive for Journalists?
SEPTEMBER 15, 2011
Journalists, Content Marketing, and Tough Questions. Though I understand its appeal, I’ve never found Facebook compelling. What I’ve taken to be its core assumptions—that one’s world is divided into friends and everyone else, and that all your friends are friends in exactly the same way—just don’t work for me. As a writer, I’m interested in having people read my work.
Editorial Quality Vs. Revenue: A False Dichotomy
SEPTEMBER 30, 2011
As an editor myself, my instinct is to say that those sales people just don’t have the brains and creativity to sell good content. As the old advertising model that powered trade magazines for so many decades withers away, it’s getting harder and harder to sell independent, reader-oriented content. Commodity Content, Demand Media, and Quality. On its blog earlier this month, the American Society of Business Publication Editors published an anonymous and despairing note from one of its members. But that’s not fair. Where does that leave us? It beats me.
The Future of Content Is Not Destination but Identity
NOVEMBER 8, 2011
Founded by Joshua Topolsky and several other former Engadget staff, it’s been praised for its dynamic design and for features like StoryStream, which aggregates the site’s content into timelines. But Does its future lie in becoming a great destination site, or in creating a unique identity for its content? So how then can content serve its publishers?
Evangelizing a Content Marketing Program
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.
“Content Is Power”: Q & A with Mark W. Schaefer
NOVEMBER 29, 2011
For both areas, content is power on the social web and to the extent we can create it and move it virally through a network, we will be successful. So both fields are absolutely in the content creation business these days. The hunger for content is nearly insatiable. Ethics and Content Marketing: Ex-BW Writers Weigh In. Mark W. Schaefer. Use your head. love that!
New-Media Survival at SIPA 2012
MAY 15, 2012
As regular readers of this blog will know, one of my frequent topics here is surviving the new-media revolution. Next Monday I’ll be sharing my ideas on this topic at the annual meeting of the Specialized Information Publishers Association (SIPA) in Washington, DC. If you can’t make it to SIPA, fear not. expect there will be more than a few attendees reporting on the event.
A Lesson from the Digital Productivity Terrorists
FEBRUARY 3, 2011
And yesterday, B2B editorial consultant (and—full disclosure—my long-time mentor) Howard Rauch tweeted that “continuously overloading B2B editors with digital responsibilities undoubtedly is key reason why original content is dying a slow death.”. New-Media Models content content farms journalism new media old-media print publishing models Social Media WritingAnd yet I wonder.
It’s Time to Embrace Editorial as a Profit Center
JUNE 13, 2011
Is it any accident that as traditional trade publishing declines, content marketing is on the rise? Content marketers—in many cases, former advertisers—understand what traditional publishers have too often forgotten: editorial generates currency. Have you wondered why advertisers have been devoting more of their budget to content marketing and less to traditional advertising? Content Marketing New-Media Models journalism monetization publishing modelsOur newsrooms (or whatever we choose to call them) should be engines of success,” he said , “not cost centers.”.
Content Marketing Playbook: Strategy and Roadmap
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.
Do B2B Editors Get Twitter?
AUGUST 12, 2011
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. Tweets or retweets that link to the editor’s own articles or other content from the publisher’s brands. Tweets or retweets that link to or contain content from sources other than the editor’s company. It’s clear that for all but one of these editors, promotion of their own content is a driving force behind their use of Twitter. There’s no authoritative answer that I know of. Curatorial. Conversational.
Why Publishers Need Early Adopters, Annoying or Not
JULY 15, 2011
would suggest, in fact, that every B2B publisher and content marketer needs one or more early adopters in their midst. Yesterday, B2B editor and blogger Maureen Alley wrote a provocative post declaring that early adopters are annoying. I’m not sure she means it. Alley herself, after all, stands out among young B2B journalists for being well ahead of her peers in adopting the tools and ethos of social media. If anything, the B2B industry needs to encourage early adopters, not bemoan them. And those early adopters should not just be tolerated, but actively encouraged and supported.
30 Lessons from 30 Blog Posts in 30 Days
NOVEMBER 30, 2011
More content means more blog traffic. However, content without marketing is like a cart without a horse. No matter how good it is, content can’t go anywhere by itself. When I tweeted about my content, it clearly got more page views than when I didn’t. Repurpose content with great care. If you don’t adapt your content accordingly, it will fall flat.
Should You Publish? A Tale of Two Melvilles
SEPTEMBER 28, 2011
Wouldn’t we all be better off if we didn’t spend so much time writing, reading, or otherwise consuming second-rate content? While it’s obviously true that 95% of content is crap, what isn’t so obvious is which part is crap and which isn’t. Most of us just aren’t very good at judging the true worth of content. Keys to Effective B2B Content. Not Herman.
Content Strategy for Marketing
Content. right content in the right place at the right time. Content as an afterthought or. content is critical. Learn how developing a content strategy can help you reach. Whitepaper The Value of Content to Marketing. Content Strategy: Taking Your Content to the Next Level. Content Maturity Checklist. Content to. Your content.
Curation: Add Value and Pass It Along
JUNE 18, 2012
The act of finding great content and linking to it, he says, is a fine idea. Among all the topics that seem to rile journalists and publishers these days, perhaps the most contentious is curation. Is summarizing and linking to another person’s article an honorable act or a form of theft? How can you distinguish between good curation and bad curation? Let me begin to answer those questions by summarizing and linking to Rex Hammock’s post last week on this very issue. Though he dislikes the term curation , he approves of the activity as it was originally practiced.
Writing for the Web: The Human Algorithm and Zero-Sum SEO
MAY 31, 2012
But for any content creator, SEO (as most people practice it, at least) is the kiss of death. If you want your content to work, write for people, not for search engines. I was reminded of this at last week’s SIPA meeting. That is, whatever you gain from writing for search engines, your site visitors lose through irrelevant or shallow content. It is something they simply accept.
The iPad and the False Distinction Between Consumption and Creation
FEBRUARY 27, 2012
Listening yesterday to Leo Laporte’s podcast, This Week in Tech , I was reminded how technology is constantly befuddling those who believe in a clear distinction between content consumption and creation. As Laporte and guest Dan Patterson noted, it’s remarkable how this small device that was once pigeonholed as “just a content consumption device” has opened up new creative outlets.
Hear a Buzzword? Demand a Definition
JULY 16, 2013
Content marketing. Susan Getgood raises an important point today on her Marketing Roadmaps blog when she calls attention to the multitude of conflicting definitions for terms like content marketing and native advertising. New Editorial Rules Nod to Content Marketing. Content Marketing native advertising Native advertising. Engagement. Ask for a definition.
Staffing and Launching Your Content Marketing Program
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.
Lewis DVorkin: Content Marketing or Advertorial?
AUGUST 10, 2012
That’s never more true than when he writes about content marketing, as he did last Monday. But content marketing itself doesn’t worry me. As long-time readers of this blog know, I generally like the idea of content marketing. Where I get uneasy with content marketing, though, is when it starts to look more like advertising. An Editorial Wall for Content Marketing?
The Skeuomorphic Byline: How Journatic Screwed Up by Looking Backward
JULY 4, 2012
Reading Mathew Ingram’s take today on the controversy over content provider Journatic’s use of fake bylines in its stories for newspapers, I realized that the problem is more complex than it seems. The key to this tale is, as Ingram puts it, that the fake bylines “were designed to simulate hyperlocal content.” Instead of looking forward, it looked backward.
Are You Highly Digital? Try This Test
JULY 3, 2012
In other words, you are not simply producing second-stage shovelware , but genuinely digital content, shaped to take full advantage of its digital medium. 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. That’s no surprise. Are you highly digital?
5 Things I Learned from Self-Publishing
JANUARY 31, 2012
The Coming Content Marketing-Publishing Continuum. If nothing else, self-publishing is a learning experience. You learn not just about the process, but yourself. It’s not for everyone, certainly, but don’t count yourself out as a self-publisher until you give it some serious thought. Don’t count on making money. If you’re doing it for the money, you’re going to be disappointed.”.
Content Methodology: A Best Practices Report
Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.
Should Journalism Schools Rethink Magazines? (Or Even Journalism Itself?)
SEPTEMBER 6, 2011
In Sivek’s article, Medill ’s Rachel Davis Mersey repositions the role of journalism education in brilliantly simple terms: “I object to the idea that all new products have to be digital products. I’m pushing my students to not be content-first, not platform-first, but audience-first,” Mersey said. “My classes are designed around selecting an audience and researching it, using mostly secondary sources, and some primary research techniques.”. It’s the right direction for J schools to take. But does it go far enough? The field is wide open and you can roam wherever you want.