B2B Memes

SEPTEMBER 17, 2012

Related posts: Lewis DVorkin: Content Marketing or Advertorial? Ethics: Is Transparency All We Need? But unlike too many other legacy publishers, they have at least recognized that the old one is broken and will never be mended. Rethinking the Article as the Basic Unit of Journalism.

Advertisements 100

Advertisements Advertising Advertorials Ethics 100

B2B Memes

SEPTEMBER 17, 2012

Related posts: Lewis DVorkin: Content Marketing or Advertorial? Ethics: Is Transparency All We Need? But unlike too many other legacy publishers, they have at least recognized that the old one is broken and will never be mended. Rethinking the Article as the Basic Unit of Journalism.

Advertisements 100

Advertisements Advertising Advertorials Ethics 100

B2B Memes

JULY 1, 2010

I’ve talked here before about how publishing and content marketing exist on a continuum , not distinctly separate, but more like siblings. Well, advertorial is like an evil twin, lurking in a vague netherworld between or above or below journalism and content marketing. Its modus operandi is deception, not transparency.

Advertorials 100

Advertorials Ethics Transparency Trust Marketing 100

B2B Memes

APRIL 20, 2010

Though content marketing may try to mimic the balance of journalism, it’s an appearance, she says, not a reality: “The real (ethical, if you will) problem with content-solution, custom publishing writing is that it is deeply dishonest to the reader. Does content marketing inherently compromise journalistic ideals ?

Ethics 100

Ethics B2B Deliverability Blast Campaigns 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. 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. award winning.

Ethics 100

Ethics PR Press Fulfillment 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. Most of the time, the kind of publishing that content marketers do isn’t very risky. Tags: Content Marketing Ethics publishing law transparency. The silence is understandable.

Privacy Policies 100

Privacy Policies Copyright Ethics Content 100

B2B Memes

JUNE 30, 2010

For a movie made nearly 50 years ago, it remains remarkably relevant, not just for its treatment of addiction, but also, surprisingly, for its critique of corporate marketing and PR. This was, after all, the 1960s, the zenith of corporate marketing and advertising (think Mad Men ).

PR 100

PR Public Relations Ethics Transparency 100

B2B Memes

SEPTEMBER 29, 2011

In the latest chapter of its ongoing critique of AOL’s hyperlocal news network, Patch , Business Insider last week took aim at the marketing and sales-prospecting efforts the corporation expects its editors to undertake. You might object to the ethical aspects of combining editing with marketing or sales, or to the excessive workload.

Ethics 100

Ethics Startups B2B Sales Paid Search Agency 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. But in a content-marketing setting, staff and stakeholders new to the publishing ethos may be less understanding. Don’t let that stop you.

Ethics 100

Ethics Content B2B Sales User-Generated Content 100

B2B Memes

NOVEMBER 8, 2010

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. Tags: Ethics blogging magazines. What I learned, ultimately, was not to get too upset by all this unauthorized reuse.

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

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. Use your head.

Content 100

Content PR Social Media Ethics 100

B2B Memes

JULY 25, 2011

The first step might be to think of a Twitter account not as a marketing tool or some supplementary appendage to a publication, but as a separate channel for the brand in the same way a magazine is. Social Media and Ethics: An Interview with B2B Editor Maureen Alley. Trying to have it both ways is a sure way of getting neither.

Twitter 100

Twitter Personalization Ethics Social Media 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

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

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

APRIL 20, 2012

I’m sure there were at least a few journalists who took offense at Gap marketing chief Seth Farbman telling an audience earlier this week that marketers are more honest than journalists. That doesn’t invalidate it as an activity, any more than it invalidates marketing.

Aggregators 100

Aggregators Advertisements Advertising B2B Marketing 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.

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B2B Memes

JUNE 18, 2012

The best recent example, perhaps, comes from Kashmir Hill’s Forbes.com story last February recapping Charles Duhigg’s New York Times article on consumer marketing and data mining. But short of that extreme, there’s plenty of disagreement.

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Curation Aggregators Act-On 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

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. The problem with traditional news is that traditional journalists are increasingly unnecessary to produce it.

Twitter 100

Twitter Social Media Advertising Mediums Marketing Report 100

B2B Memes

APRIL 13, 2011

The practice takes a variety of forms, but straightforward examples include Digg , TechMeme , and B2B Marketing Zone. When people talk approvingly of online aggregation and curation, they are referring not to copying, but citation, quotation, and commentary.

Aggregators 100

Aggregators Digg Curation Advertising Mediums 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 Editors Need to Think Like Marketers. Social Media and Ethics: An Interview with B2B Editor Maureen Alley.

Twitter 100

Twitter B2B Curation Ethics 100

B2B Memes

DECEMBER 8, 2011

” Journalism has almost always been a commercial pursuit, and the trick has always been in balancing commercial imperative with journalistic ethics. I have a habit of being disparaging about “serving some Platonic ideal of journalism.” Both sides of those equations are vital, and you need to find a way to balance them.

CMS Development 100

CMS Development Peer-to-peer Lead Ranking Press 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

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. In the era of search-based inbound marketing , advertisers no longer really need third parties and their lists of subscribers.

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Marketing Proposals Custom Publishing B2B Sales Inbound Marketing 100