B2B Memes

MAY 13, 2010

As one of the few acknowledged leaders and innovators in B2B publishing, IDG seems always to know when to act on industry trends. The publisher of titles like Computerworld and CIO was a pioneer in China and Web-first publishing. Now the company’s IDG Enterprise unit has announced it will dive into content marketing.

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B2B Memes

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. ” By last year, he said , his working life was “consumed” by content marketing. .” They panic when someone complains.

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B2B Memes

OCTOBER 22, 2010

.&# It reads as follows: “Publications engaged in or associated with the manufacturing or marketing of branded products and services should ensure that advertisements or promotions for their own products and services cannot be mistaken for editorial content.&#. One way or another, content marketing will get its own code of ethics.

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B2B Memes

SEPTEMBER 17, 2012

” It should be required reading for every B2B journalist and publisher. Though the process is fraught with danger , publishers will have to start breaking down the wall that separates editorial from advertising and find a new model for sharing their media with their “advertisers”—a name that may likewise need to change.

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B2B Memes

SEPTEMBER 17, 2012

” It should be required reading for every B2B journalist and publisher. Though the process is fraught with danger , publishers will have to start breaking down the wall that separates editorial from advertising and find a new model for sharing their media with their “advertisers”—a name that may likewise need to change.

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Advertisements Advertising Advertorials Ethics 100

B2B Memes

OCTOBER 4, 2012

Last month, I wrote about how Atlantic Media’s new online publication, Quartz , offers business-to-business publishers a new advertising model to consider. As he explains, “Today almost every news outlet is organized around fixed beats: ‘financial markets,’ ‘real estate,’ ‘technology’, and so on.”. Gideon Lichfield.

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B2B Memes

OCTOBER 4, 2012

Last month, I wrote about how Atlantic Media’s new online publication, Quartz , offers business-to-business publishers a new advertising model to consider. As he explains, “Today almost every news outlet is organized around fixed beats: ‘financial markets,’ ‘real estate,’ ‘technology’, and so on.”. Gideon Lichfield.

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B2B Memes

JUNE 13, 2011

Commercial, for-profit publishing is really a process of generating one form of currency—attention—and converting it into another—money—via advertising or subscriptions. Among the many challenges publishers face today, the first is getting and keeping attention. Editorial that generates attention, therefore, generates profits.

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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

DECEMBER 1, 2011

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 content market is no longer about control, but collaboration, about equal exchange. Publishers and the iPad: No Future in Control.

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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. There is at least one topic, however, that is rarely discussed: the legal risks and responsibilities of publishing. The silence is understandable. Resources: Where Can You Go for Help?

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B2B Memes

JULY 5, 2012

The discussion is frustratingly fractured and incomplete (it’s Twitter, after all), but it will give you a good sense of the issues that keep trade editors up at night: Preventing undue influence by advertisers (given the nature of B2B publishing, this topic was front and center). Dealing with insufficient staffing and hiring.

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B2B Memes

APRIL 14, 2010

For the last couple of weeks, I’ve been working on a project that involves reading a bunch of feature articles from a wide range of B2B publishers. I guess because there’s so much gloom and doom surrounding the future of B2B publishing. Tags: Content Marketing Writing B2B publishing content. Why the surprise?

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B2B Memes

SEPTEMBER 22, 2010

No longer is the media world one of a publishers-top editor-section editor-subeditor-journalist hierarchy. My working life is now completely consumed by content marketing. As recently as December, most of my income derived from traditional publishers practicing traditional B2B journalism (although mostly on the Web, rather than print.)

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B2B Memes

SEPTEMBER 9, 2010

It’s almost a new-media axiom that traditional publishers can’t move forward effectively online because they have too much skin in the old-media game. 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.

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B2B Memes

SEPTEMBER 19, 2011

The next new-media challenge for journalists, I suspect, will be a diametrically different area, covered by Carla King on MediaShift last Friday: E-books and self-publishing. For print journalists, the ultra-short-form concept of publishing tiny bursts of copy over the course of a day was completely alien. So what’s stopping you?

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B2B Memes

NOVEMBER 23, 2011

Doc Searls and David Weinberger: "Markets are conversations" In 1999, when Doc Searls and David Weinberger wrote in The Cluetrain Manifesto that “ markets are conversations ,” it was a fresh, radically new idea. Searls and Weinberger were addressing their comments above all to public relations and marketing people.

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B2B Memes

JANUARY 27, 2011

Likewise, commodity content is essential to publishing, especially B2B publishing and content marketing. Private equity investors tried to do something similar in the last decade by betting big on B2B publishing as a platform for rapid growth. Or that the commodities they produce are worthless? Far from it.

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B2B Memes

OCTOBER 4, 2010

journalists moving into content marketing ) is more than theoretical. Though Burrell uses never names it as such (a “web version” of “customer publishing” is the closest he comes to labeling the trend), it’s clear from his opening that he’s talking about content marketing: “Get used to it.

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B2B Memes

JULY 16, 2013

Content marketing. Every publisher, every social network defines them in the context of their offer, their platform — what they are able to deliver to the advertiser. New Editorial Rules Nod to Content Marketing. Content Marketing native advertising' Native advertising. Engagement. Ask for a definition.

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B2B Memes

JULY 1, 2010

When I was in traditional publishing, I fought to set limits to advertorials, but ultimately had to tolerate them. I’ve talked here before about how publishing and content marketing exist on a continuum , not distinctly separate, but more like siblings. Both publishers and content marketers should disavow it, now and forever.

Advertorials 100

Advertorials Ethics Transparency Trust Marketing 100

B2B Memes

NOVEMBER 15, 2011

” For the most part, he’s talking to marketers, trying to get them to focus on the information their customers need rather than what the marketers most want to talk about: themselves. One of my favorite Joe Pulizzi sayings is “ it’s not about you.” After all, their role is to point towards other people.

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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. But the confusion is also a problem for the discipline of content marketing.

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B2B Memes

OCTOBER 8, 2010

As an ASBPE-Medill survey of B2B editors showed last April, traditional publishing companies have offered little new-media training or guidance. Social media is in part about the empowerment of individuals, and if publishers are letting their employees go it alone, so much the better. Be a social-media marketer.

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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. Within a publishing company, there is high tolerance for irksome editors. The trait is not genetic, but occupational.

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B2B Memes

MAY 2, 2012

For most B2B publishers, electronically delivered news content is becoming an increasingly important part of their output. The studies focused on B2B e-news from well-known trade publishers and included totally staff-written content as well as mixes of aggregated and staff-written material. a consulting firm serving B2B publishers.

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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. But while I second his advice, I do so with a few words of caution.

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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. His doubts were not, as some readers thought, about the benefits to non-publishing companies of treating content more journalistically.

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B2B Memes

SEPTEMBER 8, 2011

In a rare post today, Paul Conley stated the obvious : he doesn’t publish much on his blog anymore. But for anyone interested in B2B publishing and communications, it is essential and enlightening reading.). It’s no longer as meaningful as it once was to say you’re a blogger, or a journalist, or a marketer.

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B2B Memes

JANUARY 10, 2011

On its face, this trend would appear to be great news for marketers. As he points out, though, many marketers, at least for now, “see this differently.” It’s no wonder, he says, that they also think social media is one of their least effective marketing tools. And that means the price falls. Fortunately, every yin has its yang.

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Content Custom Publishing Network Marketing Social Media 100

B2B Memes

NOVEMBER 29, 2011

A couple of years ago when I started B2B Memes it was my plan to focus exclusively on trade publishing. 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. Use your head.

Content 100

Content PR Social Media Ethics 100

B2B Memes

DECEMBER 7, 2011

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. An Editorial Wall for Content Marketing? My only complaint is with what seems to be his guiding premise: that the fault is all theirs.

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B2B Memes

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. Then you might want to read more about it here.).

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Media Public Relations Social Media Training 100

B2B Memes

NOVEMBER 24, 2011

But for traditional journalists and marketers alike, the notion of giving up editorial control can be challenging. As one prominent B2B publisher put it earlier this year, “people who write for free will give you exactly what you pay for in the long run.” If anyone controls the conversation, it ceases to be one.

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B2B Memes

JANUARY 20, 2011

It suggests that not only do magazine publishers not yet understand social media, they’re actually afraid of it. 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?”.

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B2B Memes

JUNE 18, 2012

Among all the topics that seem to rile journalists and publishers these days, perhaps the most contentious is curation. 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.

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B2B Memes

NOVEMBER 9, 2011

Our traditional mass-market culture and ways of doing business are built around serving the mass, the normal. Why Publishers Need Early Adopters, Annoying or Not. You might just be wasting your time, or worse, risking your job. Related posts: Managing Your Career in the Social Media Era: Sources.

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