B2B Memes

MAY 11, 2010

With publishing luminaries like Paul Conley , Joe Pulizzi , and David Meerman Scott urging journalists to turn to content marketing for rewarding career options, you might think there would be a stampede of ink-stained wretches leaping into the field. But the confusion is also a problem for the discipline of content marketing.

PR 100

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B2B Memes

APRIL 14, 2010

If content marketers hope to pick up the mantle of the writers and editors behind these endangered magazines, they will need to study the best and brightest of them (or better yet, hire them). By applying them to their own writing, content marketers can keep the B2B publishing flame burning brightly.

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B2B Memes

APRIL 1, 2010

For B2B companies embracing their new role as publishers, the content marketing community has produced a huge archive of valuable advice. Most of the time, the kind of publishing that content marketers do isn’t very risky. Who owns your content? Your company owns the content.

Privacy Policies 100

Privacy Policies Copyright Ethics Content 100

B2B Memes

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. Don’t let that stop you.

Ethics 100

Ethics Content B2B Sales User-Generated Content 100

B2B Memes

JANUARY 27, 2011

Are commodity content and quality incompatible? 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.”. Likewise, commodity content is essential to publishing, especially B2B publishing and content marketing.

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B2B Memes

NOVEMBER 29, 2011

Marketing is the quest for “my truth” or a product’s “truth” that will resonate with consumers. 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.

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B2B Memes

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. Native advertising. Engagement.

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B2B Memes

JULY 13, 2010

A post today from Josh Gordon on words to avoid in content marketing gets to the heart of what content marketers must do: think like journalists. In his post, he reports on an effort by PR strategist Adam Sherk to enumerate the frequency of 98 marketing buzzwords in current press releases. innovative.

Ethics 100

Ethics PR Press Fulfillment 100

B2B Memes

SEPTEMBER 17, 2012

In a twist we’ll see more of — another reason Quartz is worth watching — these advertisers are creating their own content for Quartz readers, through something called “Quartz Bulletin.”. As company president Justin Smith told Adweek , “We believe branded content is going to be an essential part of the site itself.”.

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Advertisements Advertising Advertorials Ethics 100

B2B Memes

SEPTEMBER 17, 2012

In a twist we’ll see more of — another reason Quartz is worth watching — these advertisers are creating their own content for Quartz readers, through something called “Quartz Bulletin.”. As company president Justin Smith told Adweek , “We believe branded content is going to be an essential part of the site itself.”.

Advertisements 100

Advertisements Advertising Advertorials Ethics 100

B2B Memes

JULY 1, 2010

When I say advertorial , I’m not talking about all sponsored content that appears in a publication. Rather, I’m referring to any sponsored content that attempts to deceive the reader, even briefly, into mistaking it for something it’s not. Both publishers and content marketers should disavow it, now and forever.

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Advertorials Ethics Transparency Trust Marketing 100

B2B Memes

JUNE 28, 2010

In a comment today on a recent B2B Memes blog post, “ Content Marketing’s PR Problem ,” a reader by the dubious name of Ant Miles raises an interesting point about content marketing and journalism. As Miles notes, journalism is often biased in hidden ways by PR and marketing. That distinction isn’t always clear.

Ethics 100

Ethics Transparency PR Advertising Mediums 100

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

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.

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B2B Memes

NOVEMBER 12, 2010

One of the most exciting areas today in the realm of what we used to call publishing is content marketing. Not that I object to content. It’s a useful word that covers the variety of media that marketers can use, while editorial is narrower, mostly limited to writing. But as a word, content has its downside.

Content Marketing 100

Content Marketing Ethics Eloqua Content 100

B2B Memes

APRIL 20, 2010

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. Good content solution writers are adept at balanced-sounding, but in fact one-sided pieces).”. The reader is left not knowing what they don’t know.

Ethics 100

Ethics B2B Deliverability Blast Campaigns 100

B2B Memes

JULY 6, 2011

In an article published last Monday, Joe Pulizzi advocated the use of editorial advisory boards for content marketers. This is not a problem for most independent publishers, but for content marketers, the potential for editorial bias is much higher. But while I second his advice, I do so with a few words of caution.

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B2B Memes

DECEMBER 1, 2011

The last in her list was “how to make people actually pay for content.” But the phrase implies something worse: that if people aren’t paying for content, they must be stealing it. But the phrase implies something worse: that if people aren’t paying for content, they must be stealing it.

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B2B Memes

SEPTEMBER 22, 2010

My working life is now completely consumed by content marketing. Tags: New-Media Models Personal Branding Social Media The Future of Print content farms Content Marketing Gary Vaynerchuk Jeff Jarvis new media niche media old-media personal branding publishing models Twitter Webinar. That is no longer true.”.

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B2B Memes

JUNE 30, 2010

This was, after all, the 1960s, the zenith of corporate marketing and advertising (think Mad Men ). Now, though, in the era of social media and content marketing, corporate communications is increasingly less about “control over your messaging,” as Frank Reed put it recently , and more about “telling the truth and being accountable.”.

PR 100

PR Public Relations Ethics Transparency 100

B2B Memes

SEPTEMBER 29, 2011

For B2B journalists, the most promising options appear to be either small-scale startups where they share both the risks and rewards, or content marketing groups within those companies formerly known as advertisers. The future of online trade journalism may not lie with large independent publishers.

Ethics 100

Ethics Startups B2B Sales Paid Search Agency 100

B2B Memes

JULY 22, 2011

When they hear words like user instead of reader , branding instead of reputation , or content instead of editorial , their writerly instincts tell them that accepting such language would be a sellout to the corporate world. Similarly, I worry about a phrase like content marketing. They’ve got it wrong, of course.

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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. Say “I”

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B2B Memes

DECEMBER 7, 2011

An Editorial Wall for Content Marketing? I applaud Benkoil’s exhortation to editors to tear down the wall. But, please Dorian, can you yell at those on the other side of it too? Related posts: Editorial Wall, or Prison Wall? Editorial Walls: The Good, the Bad, and the Virtual.

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B2B Memes

MARCH 25, 2011

So journalists, content marketers, and writers alike take note: Infographic skills are no longer optional. When the Huffington Post hired journalism student Chris Spurlock recently, it wasn’t because of the novelty of his infographic resume. Click to enlarge. Infographic by SEO Book.

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B2B Memes

SEPTEMBER 19, 2011

Related posts: Journalists, Content Marketing, and Tough Questions. But whether or not their employers give them a push, a case can be made that most journalists should consider self-publishing their own work. Besides, who doesn’t want to say, “I wrote a book”? Facebook Subscriptions: Overdrive for Journalists?

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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. 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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Peer-to-peer Blogger Social Media Twitter 100

B2B Memes

FEBRUARY 14, 2012

Related posts: The Coming Content Marketing-Publishing Continuum. It won’t be long before we can safely say, to paraphrase someone or other, that there are no traditional publishers, there are no self -publishers, there are only publishers. 5 Things I Learned from Self-Publishing. Will Self-Publishing Save Print?

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B2B Memes

JUNE 22, 2010

Tags: Content Marketing Ethics Social Media blogging Writing.

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B2B Memes

SEPTEMBER 15, 2011

Journalists, Content Marketing, and Tough Questions. As a personal branding tool for journalists, Facebook may have just slipped into overdrive. Related posts: Be Yourself. Just Not Your Real Self: Scripps’ Muddled Social Media Policy. Should Journalists Learn to Code?

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Facebook Work Management Marketing Management Differentiation 100

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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Blogger Personalization B2B Comparison 100

B2B Memes

MARCH 9, 2011

It requires readers to visit your site (and see the ads) and makes it harder for disreputable site owners to scrape your site’s content onto theirs. The logic behind using summary feeds is clear , if debatable. But for dedicated readers like me, it feels, well, ungenerous. His concern is not new.

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B2B Memes

JANUARY 31, 2012

The Coming Content Marketing-Publishing Continuum. And if you’re not sure, or you have a different take on this than I do, share your thoughts and questions in the comments. I have, I admit, become a self-publishing enthusiast. Perhaps someone should talk me out of it… Related posts: Will Self-Publishing Save Print?

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Amazon Urgency Marketing Paper Distribution 100

B2B Memes

NOVEMBER 10, 2011

The conflict might be even more problematic for content marketers than for independent publishers. In chats, live blogging, and other types of instant publishing, there is no active editorial control, no formal restraint on the personal voice. That’s not the case, I think, for most product and service brands.

Social Media 100

Social Media Brand Identity Branding Media 100

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. Conley’s money quote from last year’s interview laid out a compelling-sounding reason that content marketing and journalism can’t mix: lack of courage. The overwhelming majority of.

Practices 100

Practices Content Marketing Content Paid Search Agency 100

B2B Memes

DECEMBER 10, 2010

Or should writers, whether journalists, bloggers, or content marketers, go on the record with a preemptive announcement of their ethical beliefs and possible biases?

Ethics 100

Ethics Personalization Transparency Blogger 100

B2B Memes

NOVEMBER 4, 2011

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.

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Transparency Ethics Press Guidelines 100