B2B Memes

OCTOBER 5, 2012

Via the Media Briefing , this thought-provoking if rambling takedown of publishers’ unwarranted faith in content : “Once upon a time content in this industry was the reworked press releases that kept the advertising apart on the printed page. content in the right context and with the right interface.”. Think carefully.

Content 100

Content Press Conference Demand 100

B2B Memes

OCTOBER 5, 2012

Via the Media Briefing , this thought-provoking if rambling takedown of publishers’ unwarranted faith in content : “Once upon a time content in this industry was the reworked press releases that kept the advertising apart on the printed page. content in the right context and with the right interface.”. Think carefully.

Content 100

Content Press Conference Demand 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.” Is Lewis DVorkin a visionary or a sell-out?

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.” Is Lewis DVorkin a visionary or a sell-out?

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 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.

Demand 100

Demand Media Content Fulfillment 100

B2B Memes

MAY 13, 2010

As one of the few acknowledged leaders and innovators in B2B publishing, IDG seems always to know when to act on industry trends. The publisher of titles like Computerworld and CIO was a pioneer in China and Web-first publishing. Now the company’s IDG Enterprise unit has announced it will dive into content marketing.

Content Marketing 100

Content Marketing Content Press Custom Publishing 100

B2B Memes

APRIL 14, 2010

For the last couple of weeks, I’ve been working on a project that involves reading a bunch of feature articles from a wide range of B2B publishers. I guess because there’s so much gloom and doom surrounding the future of B2B publishing. Tags: Content Marketing Writing B2B publishing content.

Effectiveness 100

Effectiveness B2B Content Paid Search Agency 100

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. There is at least one topic, however, that is rarely discussed: the legal risks and responsibilities of publishing. Who owns your content? Your company owns the content.

Privacy Policies 100

Privacy Policies Copyright Ethics Content 100

B2B Memes

NOVEMBER 16, 2011

Thanks no doubt to a helpful boost from Alexis Madrigal , my November 8 post, “ The Future of Content Is Not Destination but Identity ,” found a passel of new readers this week. What does it really mean, he asked , to say the future of content is in its identity? Or that content must be imbued with the brand?

RSS 100

RSS Content Brand Identity Branding 100

B2B Memes

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. ” By last year, he said , his working life was “consumed” by content marketing. .” They panic when someone complains.

Content Marketing 100

Content Marketing Ethics Content Vendors 100

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

PR Content Public Relations Fulfillment 100

B2B Memes

AUGUST 9, 2012

I’ve hit the “publish” button thinking to myself, “this could well be my best Blog post to date,” only to find out a short while later that nobody cared. Validation came not from readers as much as from “publishers, editors and fellow content creators. The Naked Blogger. Not so in the blogging era.

Validation 100

Validation Content Blogger Social Media 100

B2B Memes

AUGUST 9, 2012

I’ve hit the “publish” button thinking to myself, “this could well be my best Blog post to date,” only to find out a short while later that nobody cared. Validation came not from readers as much as from “publishers, editors and fellow content creators. The Naked Blogger. Not so in the blogging era.

Validation 100

Validation Content Blogger Social Media 100

B2B Memes

OCTOBER 22, 2010

In revised guidelines issued yesterday, the American Society of Magazine Editors, or ASME, addressed types of potential conflict between editorial and advertising content that have grown like weeds in recent years. One way or another, content marketing will get its own code of ethics. Tags: Content Marketing Ethics.

Rules 100

Rules Ethics Content Marketing Guidelines 100

B2B Memes

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. Does its future lie in becoming a great destination site, or in creating a unique identity for its content? Somehow, I doubt it.

Aggregators 100

Aggregators RSS Content Design 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. The trait is not genetic, but occupational.

Ethics 100

Ethics Content B2B Sales User-Generated Content 100

B2B Memes

JANUARY 29, 2011

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. Increasingly the Internet is a gigantic content farm. But let’s not fool ourselves.

Content 100

Content Press Opt-out Blogger 100

B2B Memes

JANUARY 10, 2011

Content is getting ever cheaper, but to be effective, content has to get ever better. In a time when everyone is becoming a journalist, Neil Thackray says , “that must mean there is an oversupply of content. Try writing for Demand Media and you will quickly learn the harsh economics of content oversupply.”.

Content 100

Content Custom Publishing Network Marketing Social Media 100

B2B Memes

DECEMBER 1, 2010

In a world where everyone’s a publisher, content is a commodity. Any information you have to share has most likely been published elsewhere, and more than once. It doesn’t matter if your content is a commodity, as long as you’re not. Though some might scorn this commoditizing approach to content, I don’t.

Content 100

Content Thought Leadership Statistics Twitter 100

B2B Memes

MARCH 12, 2010

Editors of trade publications are confirmed believers in the preeminence of high-quality content. Like it or not, there is a role in most publications for run-of-the-mill, commodity content. The challenge for editors is not to eliminate such content, but to manage it effectively. That’s a misguided objection.

Demand 100

Demand Advertorials Media Content 100

B2B Memes

NOVEMBER 29, 2011

A couple of years ago when I started B2B Memes it was my plan to focus exclusively on trade publishing. But as I looked around the blogosphere/Twitterverse, it didn’t take long to realize that the most enthusiastic and informed discussions about B2B communications involved not publishing, but marketing.

Content 100

Content PR Social Media Ethics 100

B2B Memes

SEPTEMBER 17, 2012

” It should be required reading for every B2B journalist and publisher. 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.”. Related posts: Lewis DVorkin: Content Marketing or Advertorial?

Advertisements 100

Advertisements Advertising Advertorials Ethics 100

B2B Memes

SEPTEMBER 17, 2012

” It should be required reading for every B2B journalist and publisher. 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.”. Related posts: Lewis DVorkin: Content Marketing or Advertorial?

Advertisements 100

Advertisements Advertising Advertorials Ethics 100

B2B Memes

DECEMBER 1, 2011

In an article earlier this week explaining why she won’t be self-publishing anytime soon, Edan Lepucki paused to enumerate the hurdles facing traditional publishers. The last in her list was “how to make people actually pay for content.” I have no issue with paying for content, nor do I think content should always be free.

Ad Exchange 100

Ad Exchange Custom Publishing Distribution Media 100

B2B Memes

NOVEMBER 20, 2011

But the need for publishers to think about how to make media more personal is, if anything, more important now than ever. There are many ways to go about that, but here are three that should be at the top of every publisher’s list for consideration. Treat your editors and other content creators as publishers.

Personalization 100

Personalization Media Web 2.0 Aggregators 100

B2B Memes

JUNE 13, 2011

Commercial, for-profit publishing is really a process of generating one form of currency—attention—and converting it into another—money—via advertising or subscriptions. Among the many challenges publishers face today, the first is getting and keeping attention. Editorial that generates attention, therefore, generates profits.

Advertisements 100

Advertisements Advertising B2B Sales Cost 100

B2B Memes

OCTOBER 9, 2012

In all the recent debate on the merits of the digital-first strategy for publishers ( neatly encapsulated today by Mathew Ingram ), there is one strand of discussion that never quite comes to the foreground. Digital-first is about distributing content through all those media in the most efficient way possible.

Advertising Mediums 100

Advertising Mediums Distribution Efficiency Course 100

B2B Memes

OCTOBER 9, 2012

In all the recent debate on the merits of the digital-first strategy for publishers ( neatly encapsulated today by Mathew Ingram ), there is one strand of discussion that never quite comes to the foreground. Digital-first is about distributing content through all those media in the most efficient way possible.

Advertising Mediums 100

Advertising Mediums Distribution Efficiency Course 100

B2B Memes

OCTOBER 4, 2012

Last month, I wrote about how Atlantic Media’s new online publication, Quartz , offers business-to-business publishers a new advertising model to consider. Since then I’ve been thinking a lot about another new model Quartz embodies, this time involving its content. Second, publishers have to rethink their idea of their audience.

Lead Ranking 100

Lead Ranking B2B Cross-Selling Act-On 100

B2B Memes

OCTOBER 4, 2012

Last month, I wrote about how Atlantic Media’s new online publication, Quartz , offers business-to-business publishers a new advertising model to consider. Since then I’ve been thinking a lot about another new model Quartz embodies, this time involving its content. Second, publishers have to rethink their idea of their audience.

Lead Ranking 100

Lead Ranking B2B Cross-Selling Act-On 100

B2B Memes

SEPTEMBER 26, 2012

For many in B2B publishing, the future hinges on a simple question: Is online advertising viable? But to me, at least, one thing is certain: advertising will only work where it is based on transparent, equal, and positive relationships among publisher, advertiser, and consumer. In practice, this means two things for publishers.

Advertisements 100

Advertisements Advertising Media Transparency 100

B2B Memes

SEPTEMBER 26, 2012

For many in B2B publishing, the future hinges on a simple question: Is online advertising viable? But to me, at least, one thing is certain: advertising will only work where it is based on transparent, equal, and positive relationships among publisher, advertiser, and consumer. In practice, this means two things for publishers.

Advertisements 100

Advertisements Advertising Media Transparency 100

B2B Memes

SEPTEMBER 29, 2011

I suspect this will be an ever-larger issue for trade publishers trying transition into the new-media era. I’m not sure traditional publishing businesses have any choice, though. 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

SEPTEMBER 22, 2010

No longer is the media world one of a publishers-top editor-section editor-subeditor-journalist hierarchy. My working life is now completely consumed by content marketing. As recently as December, most of my income derived from traditional publishers practicing traditional B2B journalism (although mostly on the Web, rather than print.)

Social Media 100

Social Media Work Management Media Bandwidth 100

B2B Memes

SEPTEMBER 9, 2010

It’s almost a new-media axiom that traditional publishers can’t move forward effectively online because they have too much skin in the old-media game. While these B2B publishers have a highly evolved understanding of their markets, their inability to sacrifice the “ cash cow in the coal mine ” keeps them mired in the past. Rory Brown.

Media 100

Media Lead Ranking B2B Thought Leadership Verticals 100

B2B Memes

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. The important thing here is that technology is not changing the nature of content consumption, but revealing it.

Creativity 100

Creativity Act-On Demand Course 100

B2B Memes

JULY 16, 2013

Content marketing. Every publisher, every social network defines them in the context of their offer, their platform — what they are able to deliver to the advertiser. New Editorial Rules Nod to Content Marketing. Content Marketing native advertising' Native advertising. Engagement. Treat Your Readers As Your Peers.

Demand 100

Demand Peer-to-peer Social Networks Advertisements 100