As he explains, “Today almost every news outlet is organized around fixed beats: ‘financial markets,’ ‘real estate,’ ‘technology’, and so on.”. Gideon Lichfield. 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. Instead of the traditional editorial beats , its coverage reflects what it calls obsessions. In fact, for the B2B world in particular, it is a crucial concept. MORE >>

Related posts: Lewis DVorkin: Content Marketing or Advertorial? Content Marketing Ethics New-Media Models Advertising B2B publishing branded content content Ken Doctor Lewis DVorkin publishing models Sponsorships transparencyWriting last week for the Nieman Journalism Lab , Ken Doctor analyzed “ The newsonomics of the Quartz business launch. ” It should be required reading for every B2B journalist and publisher. It will start with four sponsors, who are paying based on their association with The New. Forbes and Atlantic Media may not have found the right model yet. MORE >>

Related posts: Journalists, Content Marketing, and Tough Questions. Over the weekend, I read a couple of blog posts that highlighted for me the shifting battlefront in the digital-media wars. Twitter is no longer a matter for debate among thinking journalists. Twitterland is settled, and the analog natives have either converted or consigned themselves to the dustbin of history. The next front is something quite different: e-books. He gave two answers. First, he counseled patience: “we all learn and grow at different rates and in different ways.” The resistance will not be so fierce. MORE >>

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. MORE >>

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. Marketers are trying to learn how to speak to people in a human way. They should take their natural curiosity and investigative skills to uncover the needs, desires and pain points of the market the brand serves and report that back to the company. MORE >>