B2B Memes

SEPTEMBER 17, 2012

Like Forbes , with its AdVoice product , Quartz recognizes that the old advertising model—limited to hermetically sealed ad units dropped beside editorial content—must change. Related posts: Lewis DVorkin: Content Marketing or Advertorial? Forbes and Atlantic Media may not have found the right model yet.

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B2B Memes

SEPTEMBER 17, 2012

Like Forbes , with its AdVoice product , Quartz recognizes that the old advertising model—limited to hermetically sealed ad units dropped beside editorial content—must change. Related posts: Lewis DVorkin: Content Marketing or Advertorial? Forbes and Atlantic Media may not have found the right model yet.

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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.

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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.

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B2B Memes

JANUARY 27, 2011

Likewise, commodity content is essential to publishing, especially B2B publishing and content marketing. Early in my career I was the editor of an industrial product tabloid magazine. Consisting almost entirely of brief descriptions of new products, it was scarcely a glamorous publication. This is not a new development.

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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.

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B2B Memes

DECEMBER 7, 2011

Benkoil seems to recognize this when he writes (emphasis mine), “Can you name another business in which the people who make the key product are allowed, even encouraged , to be ignorant of how they make money?” An Editorial Wall for Content Marketing? It’s also to keep editorial out of the business side.

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B2B Memes

NOVEMBER 24, 2011

But for traditional journalists and marketers alike, the notion of giving up editorial control can be challenging. In this view, journalism is a complex product that can only be produced by trained career journalists who are paid for their work. Today’s principle is closely related.

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B2B Memes

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. Related posts: A Lesson from the Digital Productivity Terrorists. Why do I need to determine how digital I am?” Are you highly digital? Photo by Camila Andrea via Flickr.

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B2B Memes

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. Jesse Noyes.

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B2B Memes

FEBRUARY 1, 2012

Now Zarella notes that the optimum number of daily tweets appears to be 22 (and can it be sheer coincidence that the the wily and ultra-productive Mark Schaefer tweets exactly—you guessed it—22 times per day?). Marketing does not come naturally to me. Realistically, I will never hit that level. It’s just not in me.

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B2B Memes

OCTOBER 4, 2012

As he explains, “Today almost every news outlet is organized around fixed beats: ‘financial markets,’ ‘real estate,’ ‘technology’, and so on.”. It commits publishers to a relatively fixed way of presenting information on a rigid production-driven schedule to an arbitrarily defined audience that may or may not want that information.

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B2B Memes

OCTOBER 4, 2012

As he explains, “Today almost every news outlet is organized around fixed beats: ‘financial markets,’ ‘real estate,’ ‘technology’, and so on.”. It commits publishers to a relatively fixed way of presenting information on a rigid production-driven schedule to an arbitrarily defined audience that may or may not want that information.

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B2B Memes

SEPTEMBER 9, 2010

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. Logically, then, the most exciting and successful advances in B2B media should come from those with an understanding of B2B markets but without the old-media burdens.

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B2B Memes

JANUARY 20, 2011

Moreover, asked Milner, “is the ultimate stakeholder necessarily editorial, or marketing, or could it even be the technology department, which may ultimately own the cost of social media?”. But why should a single department, whether editorial, sales, or marketing, “get the keys to the engine”?

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B2B Memes

SEPTEMBER 6, 2011

In Sivek’s article, Medill ’s Rachel Davis Mersey repositions the role of journalism education in brilliantly simple terms: “I object to the idea that all new products have to be digital products. It’s certainly no accident that Mersey uses a marketing concept, that of personas , as part of her approach to understanding audience.

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B2B Memes

NOVEMBER 10, 2011

The conflict might be even more problematic for content marketers than for independent publishers. That’s not the case, I think, for most product and service brands. In chats, live blogging, and other types of instant publishing, there is no active editorial control, no formal restraint on the personal voice.

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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. They may find that even active users of Twitter are not taking full advantage of the platform.

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B2B Memes

NOVEMBER 30, 2011

In writing 30 posts, I more than doubled my previous most productive month, way back in October 2009 , and far exceeded my usual average. However, content without marketing is like a cart without a horse. It needs to be marketed. My less-than-helpful blogging companion. There’s nothing like help from people in high places.

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B2B Memes

DECEMBER 8, 2011

The world has changed and seeing people clinging defiantly to journalistic structures that were products of the print process—the inverted pyramid news story, and the 1000 word plus feature—as the only methods of journalistic expression is a melancholy call-back to King Canute.

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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. Where does that leave us? It beats me.

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B2B Memes

JULY 14, 2010

If you balance crowd-sourced feedback with the content creator’s point of view, you’ll have a productive conversation. Even in content marketing, where knowing what people want is critical to the content provider’s success, a one-sided conversation dominated by the audience won’t fly. That’s a rhetorical question.

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