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

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

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.

Content 100

Content PR Social Media Ethics 100

B2B Memes

OCTOBER 19, 2010

But even if this practical objection is sound, the theoretical one—that any involvement by an editor in sales necessarily influences editorial content—is not. Is it really so difficult to honor editorial ethics and pursue business interests at the same time? My point is not to disparage editorial codes of ethics. I’m a big fan.

Ethics 100

Ethics Transparency Blogger Advertisements 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.

Advertorials 100

Advertorials Ethics Transparency Trust Marketing 100

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. But in content marketing, they are disastrous. As he says, “when content marketing looks like a product promotion it gets ignored like a product promotion.”. innovative.

Ethics 100

Ethics PR Press Fulfillment 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

AUGUST 10, 2012

That’s never more true than when he writes about content marketing, as he did last Monday. DVorkin describes AdVoice as an outlet for content marketing, which he defines as “brands using the tools of digital media and social sharing to behave like original-content publishers.” But content marketing itself doesn’t worry me.

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 100

B2B Memes

AUGUST 10, 2012

That’s never more true than when he writes about content marketing, as he did last Monday. DVorkin describes AdVoice as an outlet for content marketing, which he defines as “brands using the tools of digital media and social sharing to behave like original-content publishers.” But content marketing itself doesn’t worry me.

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 100

B2B Memes

JUNE 30, 2010

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.”. Tags: Content Marketing Ethics Social Media control transparency.

PR 100

PR Public Relations Ethics Transparency 100

B2B Memes

SEPTEMBER 29, 2011

You might object to the ethical aspects of combining editing with marketing or sales, or to the excessive workload. 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.

Ethics 100

Ethics Startups B2B Sales Paid Search Agency 100

B2B Memes

NOVEMBER 8, 2010

In other words, not only was it OK to use the content without permission, but in fact, the magazine was doing the poor writer a favor, both by giving her more exposure and by improving it with a little crack copy editing. The idea that they owed us anything for the value of the content itself never occurred to them.

Copyright 100

Copyright Ethics Viral Marketing Internet Marketing 100

B2B Memes

JUNE 22, 2010

Tags: Content Marketing Ethics Social Media blogging Writing.

Ethics 100

Ethics Class Social Media Tagging 100

B2B Memes

DECEMBER 10, 2010

In an age when transparency is becoming the accepted norm for ethical reporting, is it enough to disclose your potential conflicts of interest only when you think the need arises? As she reports, each of them has included a personal ethics statement on an “about me” page. Personal ethics statements do no harm, and can do much good.

Ethics 100

Ethics Personalization Transparency Blogger 100

B2B Memes

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.”

Paper 100

Paper Automation Design Media 100

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. That is, all editorial is content, but not all content is editorial. But as a word, content has its downside. Where there’s content, there must be. That’s a pity.

Content Marketing 100

Content Marketing Ethics Eloqua Content 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. Having worked for many years with editorial boards, I share his appreciation for them.

Effectiveness 100

Effectiveness Tips Work Management Conference 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. In the new-media era of journalism, the arguably most important ethical principle is transparency. Related posts: Ethics: Is Transparency All We Need?

Transparency 100

Transparency Ethics Press Guidelines 100

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.

Marketing Report 100

Marketing Report Organization Content Marketing Business 100

B2B Memes

JUNE 18, 2012

The act of finding great content and linking to it, he says, is a fine idea. 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.

Curation 100

Curation Aggregators Act-On Guidelines 100

B2B Memes

MAY 9, 2012

The test is not whether the content is dryly factual or snarkily silly, superbly impartial or grossly biased. In gauging how to handle social media, maybe what journalists need is not so much a standard of professionalism as a kind of Turing test. That is, could what you’re writing be produced by a computer imitating a human reporter?

Twitter 100

Twitter Social Media Advertising Mediums Marketing Report 100

B2B Memes

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. Social Media and Ethics: An Interview with B2B Editor Maureen Alley.

Twitter 100

Twitter B2B Curation Ethics 100

B2B Memes

DECEMBER 8, 2011

This was not only easier than our publishing CMS at work (where the same process would have taken hours, not seconds) but more functional—because there were comments, something most content management systems still lack. I have a habit of being disparaging about “serving some Platonic ideal of journalism.”

CMS Development 100

CMS Development Peer-to-peer Lead Ranking Press 100

B2B Memes

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.

Marketing Proposals 100

Marketing Proposals Custom Publishing B2B Sales Inbound Marketing 100