B2B Memes

MARCH 2, 2011

In an article on Min Online this week, Judy Franks of The Marketing Democracy suggests that traditional media companies are faltering because they don’t value content. We have done little to sell marketers on the value of the content experiences, themselves.&#. Content, of course.

Word of Mouth 100

Word of Mouth Content Distribution Demographics 100

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. In that case, of course, it’s not really early adoption at all, but a herd mentality. A little early adoption might have gone a long way towards slowing, if not reversing, that depressing trend.

Peer-to-peer 100

Peer-to-peer Blogger Social Media Twitter 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. I mean this literally: to many journalists, content marketing is just another term for PR.

PR 100

PR Content Fulfillment Public Relations 100

B2B Memes

APRIL 13, 2011

The practice takes a variety of forms, but straightforward examples include Digg , TechMeme , and B2B Marketing Zone. The nearest print analog would be those dimly remembered volumes in library reference rooms that indexed articles from journals, magazines, and other periodicals.

Aggregators 100

Aggregators Digg Curation Advertising Mediums 100

B2B Memes

OCTOBER 8, 2010

There’s potentially a role for you in any B2B enterprise, and not in doing PR or traditional marketing work, but in practicing straight journalism. By their nature, editors tend to be fairly cynical about marketing and branding. Be a social-media marketer. Of course, to nurture your brand, you have to market it.

Social Media 100

Social Media Media Lead Ranking Blogger 100

B2B Memes

AUGUST 31, 2010

Viewed from a distance, a favorite pop band or children’s book might not seem relevant to B2B marketing and communications. Consider, for instance, how these well-known blogs use figures from popular culture to illuminate B2B subjects: Hubspot and sports: “ Why I Would Hire Bode Miller as My Inbound Marketer.”. Probably not.

Blogger 100

Blogger Personalization B2B Comparison 100

B2B Memes

JUNE 22, 2010

A lot depends, of course, on the extent and nature of the ghost writing. Tags: Content Marketing Ethics Social Media blogging Writing. It’s probably too early to say, but I’m inclined to bet that in the huge majority of cases, ghost writing and social media are fundamentally incompatible.

Ethics 100

Ethics Class Social Media Tagging 100

B2B Memes

NOVEMBER 7, 2011

As noted in The New York Times obituary , Jobs preferred his own research and gut instinct to focus groups: ”When asked what market research went into the iPad, Mr. Jobs replied: ‘None. ” Jobs, of course, was right. Trusting your own intuition more than user research. It’s not think the same , it’s think different.

Rules 100

Rules Opinions Focus Group Trust Marketing 100

B2B Memes

MAY 9, 2012

Robot reporters are cornering the market on facts, as companies like Narrative Science and Automated Insights perfect the science of teaching software to turn data into news stories. I don’t know her, of course, but I’d guess the problem isn’t that she was being human or that she was being too personal. I think not.

Twitter 100

Twitter Social Media Advertising Mediums Marketing Report 100

B2B Memes

JULY 22, 2011

They’ve got it wrong, of course. From this execrable marketing trend arises the term you ask me about: ‘branding.’”. Similarly, I worry about a phrase like content marketing. But we should not be too quick to dismiss their reactions. They may be on to something.

Social Media 100

Social Media Media Opt-out Opt-in 100

B2B Memes

SEPTEMBER 19, 2011

For print journalists, the ultra-short-form concept of publishing tiny bursts of copy over the course of a day was completely alien. Related posts: Journalists, Content Marketing, and Tough Questions. The resistance will not be so fierce. Realistically, though, it was only an option for the very few.

Twitter 100

Twitter Course Facebook Cost 100

B2B Memes

OCTOBER 13, 2010

but cautionary (“of course, don’t expect to find a job”). Later, when the application packets started to arrive, they all included an emphatic word or two about the weak job market and how post-doctorate employment was not guaranteed. My college professors were encouraging (“follow your bliss!”) I think not.

Tagging 100

Tagging Media Planning Course 100

B2B Memes

NOVEMBER 29, 2011

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. In more than 20 years as a B2B editor, I worked frequently with both public relations and marketing people.

Content 100

Content PR Social Media Ethics 100

B2B Memes

FEBRUARY 1, 2012

No challenge is complete, of course without a few rules. Marketing does not come naturally to me. If I tweet at least 10 times per day, how many more followers will I have, I wonder? My count as of February 1 is 255. Let’s see where I end up on leap day. Here are mine: Every day I must post at least 10 times on Twitter.

Twitter 100

Twitter Broadcasting Rules Youtube 100

B2B Memes

JANUARY 27, 2011

Likewise, commodity content is essential to publishing, especially B2B publishing and content marketing. By 2000, of course, the die was cast, and the magazine began a long decline. Or that the commodities they produce are worthless? Far from it. Their output is essential to modern life. This is not a new development.

Demand 100

Demand Media Content Fulfillment 100

B2B Memes

NOVEMBER 8, 2010

What he didn’t understand, of course, was that $10 was the fee to download the article for personal use, not to republish it on his own site. The most irritating offenders were the sleazy market research firms that published high-priced reports based largely on reuse of our content or, worse yet, outright plagiarism of it.

Copyright 100

Copyright Ethics Viral Marketing Internet Marketing 100

B2B Memes

JANUARY 31, 2012

And, of course, my potential readers have to decide which of three venues to purchase it from. The Coming Content Marketing-Publishing Continuum. After submitting the book, I had to make changes or corrections via three different web sites. I have, I admit, become a self-publishing enthusiast.

Amazon 100

Amazon Urgency Marketing Paper Distribution 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. It’s a useful word that covers the variety of media that marketers can use, while editorial is narrower, mostly limited to writing. Then why is editorial such a rare word in blogs about content marketing? That’s a pity.

Content Marketing 100

Content Marketing Ethics Eloqua Content 100

B2B Memes

AUGUST 12, 2011

A marketer for the Hays Group healthcare practice , Owens tells how after a year of using Twitter as a glorified bulletin board, he realized that he was not using it productively. “In Of course, @-messages, directed to individuals, are by definition conversational. By its nature, of course, retweeting is a social activity.

Twitter 100

Twitter B2B Curation Ethics 100

B2B Memes

SEPTEMBER 6, 2011

By way of disclosure, I should say here that while I’ve been practicing trade journalism for 25 years, I didn’t go to journalism school, or even take a journalism course. It’s certainly no accident that Mersey uses a marketing concept, that of personas , as part of her approach to understanding audience.

Blogger 100

Blogger Class Education Training 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. A year later, he’s reversed course. 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.

Practices 100

Practices Content Marketing Content Paid Search Agency 100

B2B Memes

SEPTEMBER 30, 2011

What ad sales staff are reduced to doing is essentially selling marketing materials—it’s the only thing left that still makes sense to advertisers. And that approach, of course, is a dead end for third-party publishers.

Marketing Proposals 100

Marketing Proposals Custom Publishing B2B Sales Inbound Marketing 100

B2B Memes

OCTOBER 21, 2011

What once made trades so distinctively different from the consumer side was, as Jim Edwards writes of Adweek , obscurity and scarcity: “It churns out enough detailed information about the ad biz to require ad execs to buy subscriptions to it and to require marketing services companies to buy advertising in order to reach those executives.”

B to B 100

B to B Media B2B Ethics 100