B2B Memes

AUGUST 10, 2012

That’s never more true than when he writes about content marketing, as he did last Monday. As Chief Product Officer for Forbes Media he’s done some impressive things to advance the publication’s online and social-media presence, and his “Copy Box” column is essential new-media reading. True enough.

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. As Chief Product Officer for Forbes Media he’s done some impressive things to advance the publication’s online and social-media presence, and his “Copy Box” column is essential new-media reading. True enough.

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 100

B2B Memes

DECEMBER 6, 2011

” He was among the first in the trade press to recognize the significance of social media. 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. What they’re selling in the market is the ability to co-opt their journalists!

Content Marketing 100

Content Marketing Ethics Content Vendors 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

NOVEMBER 23, 2011

Today’s principle is based on the importance and power of conversation, reflecting new media’s emphasis on dialogue rather than monologue. Today, for anyone who’s thought much about social media, it verges dangerously on being trite. We ignore it at our peril.

Peer-to-peer 100

Peer-to-peer Media Public Relations Social Media 100

B2B Memes

MAY 9, 2012

Embracing the subjective, personality-driven approach of social media? Those are some of the questions being raised recently by a number of new-media observers, most notably GigaOm’s Mathew Ingram , who’s lately been rolling out one must-read blog post after another. What’s the way forward for journalists?

Twitter 100

Twitter Social Media Advertising Mediums Marketing Report 100

B2B Memes

JULY 5, 2012

Finding the proper level of involvement with marketing (particularly in sponsored webinars, a medium uniquely popular in trade publishing). Understanding the proper relationship between professional and personal use of social media. Social Media and Ethics: An Interview with B2B Editor Maureen Alley.

Ethics 100

Ethics B2B Press Twitter 100

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. Related posts: Managing Your Career in the Social Media Era: Sources.

Media 100

Media Public Relations Social Media Training 100

B2B Memes

JULY 25, 2011

Until journalists and their employers alike see Twitter and other social media accounts as equivalent in importance to other brand channels and manage them accordingly, the friction will only increase. But blending the professional and personal is exactly what social media is all about. Related posts: Be Yourself.

Twitter 100

Twitter Personalization Ethics Social Media 100

B2B Memes

NOVEMBER 22, 2011

This month, besides writing these time-limited daily posts , I’ve been putting the finishing touches on an e-book to be called the New-Media Survival Guide: For Journalists and Other Print-Era Refugees. It doesn’t try to be the definitive word on the subject, or to offer step-by-step guidance in using new-media tools.

Media 100

Media Transparency Differentiation Social Media 100

B2B Memes

NOVEMBER 9, 2011

Our traditional mass-market culture and ways of doing business are built around serving the mass, the normal. Related posts: Managing Your Career in the Social Media Era: Sources. Nine Keys to a Robust Editorial Career in Social Media. You might just be wasting your time, or worse, risking your job.

Media 100

Media Blogger Social Media Advertising Mediums 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

JUNE 22, 2010

It’s probably too early to say, but I’m inclined to bet that in the huge majority of cases, ghost writing and social media are fundamentally incompatible. Tags: Content Marketing Ethics Social Media blogging Writing. A lot depends, of course, on the extent and nature of the ghost writing.

Ethics 100

Ethics Class Social Media Tagging 100

B2B Memes

NOVEMBER 24, 2011

But for traditional journalists and marketers alike, the notion of giving up editorial control can be challenging. But in the social media era, roles and responsibilities are not so clear-cut. Today’s principle is closely related. Conversations are only truly conversational when they are collaborative.

Media 100

Media User-Generated Content Social Media Training 100

B2B Memes

JANUARY 10, 2011

On its face, this trend would appear to be great news for marketers. As Josh Gordon pointed out last week, one of the primary attractions of social media is its low cost. Gordon puts it this way: “As anyone reading this blog should know by now, good content is not cheap and a social media program is only as good as its content.”

Content 100

Content Custom Publishing Network Marketing Social Media 100

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. Likewise, for traditional journalists, the only way to ensure a healthy career in the new-media era is to undergo a radical professional transformation.

Marketing Proposals 100

Marketing Proposals Budget Programs Advertising Mediums Social Media 100

B2B Memes

JULY 15, 2011

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. I would suggest, in fact, that every B2B publisher and content marketer needs one or more early adopters in their midst. I’m not sure she means it.

Peer-to-peer 100

Peer-to-peer Blogger Social Media Twitter 100

B2B Memes

NOVEMBER 10, 2011

In traditional print or broadcast media, the corporate brand controls the personal brand—except in a few rare cases, writers are expected to adapt their voice to that of their venue, and publication editors make sure that happens. But as he noted, social media largely defies such control.

Social Media 100

Social Media Brand Identity Branding Media 100

B2B Memes

JANUARY 20, 2011

In Folio: today, Matt Kinsman reports on an MPA conference session called “Who Controls Social Media at Your Magazine Brand?” To my ears, it’s a question that’s at odds with the essence of social media. It suggests that not only do magazine publishers not yet understand social media, they’re actually afraid of it.

Social Media 100

Social Media Media Conference Social Marketing 100

B2B Memes

FEBRUARY 1, 2012

Marketing does not come naturally to me. Managing Your Career in the Social Media Era: Sources. I want to follow my formula of one-third of my daily tweets being conversational, one-third curatorial, and one-third promotional. I hope I won’t have to exercise this one, but realistically, I probably will. Diversify Your Pronouns.

Twitter 100

Twitter Broadcasting Rules Youtube 100

B2B Memes

SEPTEMBER 15, 2011

Just Not Your Real Self: Scripps’ Muddled Social Media Policy. Journalists, Content Marketing, and Tough Questions. As a personal branding tool for journalists, Facebook may have just slipped into overdrive. Related posts: Be Yourself. Should Journalists Learn to Code?

Facebook 100

Facebook Work Management Marketing Management Differentiation 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

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

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.

Media 100

Media Lead Ranking B2B Thought Leadership Verticals 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.

Twitter 100

Twitter Transparency Promotion Studies 100

B2B Memes

AUGUST 12, 2011

The obvious promotional benefits of this social media tool have led most trade publishers to insist, rightly, that their editors use it. But how many use Twitter not just for promotion, but for its most valuable benefit, social engagement? Editors Need to Think Like Marketers.

Twitter 100

Twitter B2B Curation Ethics 100

B2B Memes

DECEMBER 8, 2011

For more than eight years, the British trade press editor has blogged about journalism, social media, and much more on One Man and His Blog. If I were asked to name one active blogger that every B2B journalist should follow, I would probably suggest Adam Tinworth. I wish I still used phrases like “gentle reader,” though.

CMS Development 100

CMS Development Peer-to-peer Lead Ranking Press 100

B2B Memes

NOVEMBER 30, 2011

However, content without marketing is like a cart without a horse. It needs to be marketed. November, not yet concluded, has already witnessed more visitors and page views than any previous month. I may have almost as many regular readers now as Rex Hammock. No matter how good it is, content can’t go anywhere by itself.

Blogger 100

Blogger Rules Twitter Work Management 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