The Coming Death of Self-Publishing
FEBRUARY 14, 2012
Until recently, the only practical alternative for aspiring authors was vanity publishing: paying a company a large sum of money to produce their book, with little or no marketing or sales assistance. Digital technology has made it possible for authors to produce, market, and distribute their own high-quality, low-cost books, whether in electronic or digital form.
A Look Inside a B2B Editor’s Head
JULY 5, 2012
Finding the proper level of involvement with marketing (particularly in sponsored webinars, a medium uniquely popular in trade publishing). If you want to understand the state of mind of the typical journalist today, or to dig into the challenges they face in managing their careers, you don’t have to look far—as long as you mean the typical newspaper journalist.
Paul Conley: Has the Content Marketing Dream Become a Nightmare?
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. ” In 2008, Conley’s focus began to shift from traditional trade journalism to content marketing, which at one point he described as “the most exciting part of the B2B world today.” Paul Conley. Schaefer.
The Perils of Corporate-Personal Twitter Names
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. In a post today on The Wall , Tom Callow addressed the tricky question of ownership of journalists’ Twitter accounts. Tweet under a personal name, like @johnbethune. Related posts: Be Yourself.
Social Media and Ethics: An Interview with B2B Editor Maureen Alley
MARCH 11, 2011
They strive to stand where the influencers are so they are recognized for their work, develop a reputation, and get word-of-mouth marketing. For example, I can send a tweet about an article I wrote on the housing market and a local reporter/news station can see it, pick it up and run with it. Maureen Alley: Never tweet what you wouldn't say in person. It’s very fluid.
My February Challenge: 10 Tweets a Day
FEBRUARY 1, 2012
Marketing does not come naturally to me. It’s somewhat sad, I suppose, that my only effective mode of self-improvement is to set arbitrary goals. But it works. Last November, I challenged myself to write a blog post a day. I am happy to say I met my goal. Although I subsequently fell off the wagon in December (8 posts) and January (5 posts), it still feels like a significant achievement. This month, I’m setting my sights on Twitter. I think of myself as an active and enthusiastic user of the platform, but when I actually calculate my daily tweets, the number is unimpressive.
Journalism, Professionalism, and the Turing Test
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. What’s the way forward for journalists? Doubling down on the traditional ideals of objectivity and impartiality? Embracing the subjective, personality-driven approach of social media? Want to Twitter Better?
Editorial Quality Vs. Revenue: A False Dichotomy
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. On its blog earlier this month, the American Society of Business Publication Editors published an anonymous and despairing note from one of its members. In it, the magazine editor described a frustrating planning meeting with his counterparts in advertising sales. But that’s not fair. It beats me.
Evangelizing a Content Marketing Program
Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.
Is the Distinction Between Consumer and B2B Media Still Meaningful?
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.” Now, of course, such information is easily found, which is why readers are less willing to pay for subscriptions and marketers less willing to pay for advertising. My point isn’t that B2B and consumer markets are one and the same.
Facebook Subscriptions: Overdrive for Journalists?
SEPTEMBER 15, 2011
Journalists, Content Marketing, and Tough Questions. Though I understand its appeal, I’ve never found Facebook compelling. What I’ve taken to be its core assumptions—that one’s world is divided into friends and everyone else, and that all your friends are friends in exactly the same way—just don’t work for me. As a writer, I’m interested in having people read my work.
Do B2B Editors Get Twitter?
AUGUST 12, 2011
What piqued my curiosity was a blog post earlier this week by Colin Owens called “Finding the Value of Engagement on Twitter.” 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 order to truly be engaged in the Twitter cocktail party,” he writes, “I needed to dive into the conversation. Editors Need to Think Like Marketers. But how many use Twitter not just for promotion, but for its most valuable benefit, social engagement? Curatorial. Editor.
Why Publishers Need Early Adopters, Annoying or Not
JULY 15, 2011
would suggest, in fact, that every B2B publisher and content marketer needs one or more early adopters in their midst. Yesterday, B2B editor and blogger Maureen Alley wrote a provocative post declaring that early adopters are annoying. I’m not sure she means it. Alley herself, after all, stands out among young B2B journalists for being well ahead of her peers in adopting the tools and ethos of social media. If anything, the B2B industry needs to encourage early adopters, not bemoan them. And those early adopters should not just be tolerated, but actively encouraged and supported.
Infographic skills: No longer optional for journalists
MARCH 25, 2011
So journalists, content marketers, and writers alike take note: Infographic skills are no longer optional. First, a confession: My first reason for writing this post is so I can embed a really cool infographic about Google on my blog. But the fact that I want to do it reflects the power and beauty of infographics. It encourages your readers to dwell on data they would otherwise skim over.
Study: How Much of Your Content Marketing Is Effective?
Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. As marketers dedi- cate more and more of their budgets to content, we wanted to understand more about where their. marketing.
“Content Is Power”: Q & A with Mark W. Schaefer
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. Journalists and marketers alike have much to learn from him.
30 Lessons from 30 Blog Posts in 30 Days
NOVEMBER 30, 2011
However, content without marketing is like a cart without a horse. It needs to be marketed. Social Media Writing Alexis Madrigal blogging content Frank Viola Jeff Goins Mark Schaefer marketing NaNoWriMo Paul Conley personal Seth Godin T. S. Twenty-nine days ago, I set out to write a post a day for this blog. My less-than-helpful blogging companion. think so. Share the links!
Curation: Add Value and Pass It Along
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. Among all the topics that seem to rile journalists and publishers these days, perhaps the most contentious is curation. Is summarizing and linking to another person’s article an honorable act or a form of theft? 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.
It’s Time to Embrace Editorial as a Profit Center
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. Have you wondered why advertisers have been devoting more of their budget to content marketing and less to traditional advertising? Content Marketing New-Media Models journalism monetization publishing modelsOur newsrooms (or whatever we choose to call them) should be engines of success,” he said , “not cost centers.”.
Staffing and Launching Your Content Marketing Program
Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.
Hear a Buzzword? Demand a Definition
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. Content Marketing native advertising Native advertising. Engagement. Ask for a definition.
Writing for the Web: The Human Algorithm and Zero-Sum SEO
MAY 31, 2012
My cynicism about SEO doesn’t mean I’m not in favor of marketing your content. Most writers, I think, need to do more marketing to potential readers, not less. But both parties should gain from that marketing effort. Do you write for the Penguin, or the human? Not that they’ve understood it, necessarily, but that they feel it is both justified and essential.
5 Things I Learned from Self-Publishing
JANUARY 31, 2012
The Coming Content Marketing-Publishing Continuum. If nothing else, self-publishing is a learning experience. You learn not just about the process, but yourself. It’s not for everyone, certainly, but don’t count yourself out as a self-publisher until you give it some serious thought. Don’t count on making money. If you’re doing it for the money, you’re going to be disappointed.”.
Jesse Noyes: Brand Journalist or Brand Reporter?
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. These questions came to mind yesterday when I read about the one-year anniversary of the hiring of journalist Jesse Noyes by Eloqua, a marketing automation company. Journalists, Content Marketing, and Tough Questions.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.
Three Ways to Annoy People and Produce Great Content
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. Content Marketing Editing Ethics journalism proofreading qualityBut like all great ideas, it’s not as simple or as sunny as it first appears. The problem is this: To make great content, you sometimes have to be a wee bit obnoxious. They weren’t, and he knew it.
Three Common Failures in Online News: Are You At Fault?
MAY 2, 2012
This distinction, which should seem obvious, is a key to way to score points in marketing presentations involving competitive match-ups. For most B2B publishers, electronically delivered news content is becoming an increasingly important part of their output. The potential rewards are substantial. In theory, any B2B e-news package consistently delivering relevant, high-enterprise, fast-paced, exclusive content should dominate its competitive space. Early results from my third 50-site study of e-news delivery confirm that high quality remains in short supply. Lack of enterprise.
Are You Highly Digital? Try This Test
JULY 3, 2012
” The answer, for me, is similar to what Schaefer says about companies: “social media success is not going to be a function of marketing vision or budget. In a Harvard Business Review blog post discussed last week by Mark Schaefer , authors Jeffrey Rayport and Tuck Rickards asserted that most big companies are too far behind the digital curve. That’s no surprise.
How Can I Make You Pay for This Post?
DECEMBER 1, 2011
The content market is no longer about control, but collaboration, about equal exchange. 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.” The phrase suggested to me one more challenge she might have added: “How to stop thinking of your customers as peons and thieves.”. It’s troublesome enough that media should be so concerned with how to make people pay. Publishers and the iPad: No Future in Control.
Marketing Optimization Toolkit: The Science behind Marketing Analytics
Marketers are well-versed in the art and science of optimization
3 Traits of Editorial Success
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. MUD day 7: Editors should be pleased by Malcolm Gladwell’s review in the latest New Yorker of Walter Isaccson’s Steve Jobs biography. In it, Gladwell argues that Jobs’s peculiar genius was not so much creative in nature as editorial. His sensibility, Gladwell writes, “was editorial, not inventive. His gift lay in taking what was in front of him. They don’t know.
Introducing the New-Media Survival Guide
JANUARY 12, 2012
My goal in writing this e-book was to give people trained in traditional media—journalists in particular, but also people from public relations, marketing, and other areas—an easy-to-read, practical, and concise introduction to the new-media revolution. Not that impulsive? Then you might want to read more about it here.). Here are a few reasons why you may want to read or recommend it.
Social Media and the Blurring of Professional Roles
SEPTEMBER 8, 2011
It’s no longer as meaningful as it once was to say you’re a blogger, or a journalist, or a marketer. You can be a blogger one moment, a marketer or journalist the next. In a rare post today, Paul Conley stated the obvious : he doesn’t publish much on his blog anymore. Well, duh–all his fans are painfully aware of that. (If you’re not familiar with Conley, I recommend a thorough study of his archives. Admittedly, that can be depressing for someone like me—Dammit, Conley, why have you always already said what I want to write about, and better than I ever could? Who cares?
Should Journalism Schools Rethink Magazines? (Or Even Journalism Itself?)
SEPTEMBER 6, 2011
It’s certainly no accident that Mersey uses a marketing concept, that of personas , as part of her approach to understanding audience. Last week, Susan Currie Sivek wrote about how magazine programs within journalism schools are increasingly giving up on traditional magazines—or as she less cynically puts it, how they are teaching beyond the magazine. It’s the right direction for J schools to take. But does it go far enough? Though I love magazines, I’m not sure any journalism school should have a magazine program. The field is wide open and you can roam wherever you want.
B2B Marketing Trends for 2016
B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.
The Yin and Yang of Content Economics
JANUARY 10, 2011
On its face, this trend would appear to be great news for marketers. In a market with only three or four voices, only a crazy person would spend the money to become great.” But in a market oversaturated with content, spending money for content that stands out from the rest is not just sane, but essential to success. Was hoping to eat in 2011.”. And that means the price falls.
Collaboration vs. Control: Six New-Media Principles, No. 2
NOVEMBER 24, 2011
But for traditional journalists and marketers alike, the notion of giving up editorial control can be challenging. In yesterday’s post , I described new media’s foundation in conversation, the preference for dialogue over monologue. Today’s principle is closely related. Conversations are only truly conversational when they are collaborative. If anyone controls the conversation, it ceases to be one. Many print veterans, for instance, have difficulty accepting the idea that good editorial content can be provided by readers volunteering their work. Want to Twitter Better?
Social Media and the Clash of Brands
NOVEMBER 10, 2011
The conflict might be even more problematic for content marketers than for independent publishers. Personal Branding Social Media blogging branding content Content Marketing control editorial identity personal branding voiceMUD day 10: On his new blog today, UK journalist Tony Hallett considered a question raised indirectly by my Tuesday post on destination versus identity. His concern was with personal identity versus publication identity, or, if you prefer, personal versus corporate branding. But as he noted, social media largely defies such control.
There Are Two Sides to Every Editorial Wall
DECEMBER 7, 2011
An Editorial Wall for Content Marketing? In an article today on MediaShift, Dorian Benkoil makes a good case for why reporters and editors should be more involved in the business side of publishing. My only complaint is with what seems to be his guiding premise: that the fault is all theirs. And not only that—their refusal to sully their hands in the business side is contributing to the decline of the entire industry: “For too long, reporters and editors have been unaware, even hostile to the business sides of their organizations. Related posts: Editorial Wall, or Prison Wall?
Content Marketing Playbook: Strategy and Roadmap
planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.