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.

Media 100

Media Public Relations Social Media Training 100

B2B Memes

NOVEMBER 27, 2011

To be seen as reliable, organizations themselves must practice media transparency in many, if not all, aspects of their operations. The only ethical strategy for journalists now is to be open about their biases and conflicts of interest, and to let readers judge their reliability as reporters for themselves.

Transparency 100

Transparency Ethics Media Press 100

B2B Memes

OCTOBER 8, 2010

There’s potentially a role for you in any B2B enterprise, and not in doing PR or traditional marketing work, but in practicing straight journalism. Less than a year ago, he said, “most of my income derived from traditional publishers practicing traditional B2B journalism.” Be a brand.

Social Media 100

Social Media Media Lead Ranking Blogger 100

B2B Memes

NOVEMBER 8, 2010

Though the Internet makes feckless appropriation of other people’s content easier, there’s nothing new about the practice or the attitudes that underly it. Though it was morally offensive, in practical terms, the harm done was minimal. What I learned, ultimately, was not to get too upset by all this unauthorized reuse.

Copyright 100

Copyright Ethics Viral Marketing Internet Marketing 100

B2B Memes

JUNE 18, 2012

Though he dislikes the term curation , he approves of the activity as it was originally practiced. Let me begin to answer those questions by summarizing and linking to Rex Hammock’s post last week on this very issue. The act of finding great content and linking to it, he says, is a fine idea.

Curation 100

Curation Aggregators Act-On Guidelines 100

B2B Memes

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. These distinctions were once a reliable measure of quality.

Acquisitions 100

Acquisitions High Quality Lead Distribution Cost 100

B2B Memes

MAY 31, 2012

But for any content creator, SEO (as most people practice it, at least) is the kiss of death. Not that they’ve understood it, necessarily, but that they feel it is both justified and essential. It is something they simply accept. If you want your content to work, write for people, not for search engines.

SEO 100

SEO Google Search Marketing Optimization 100

B2B Memes

MARCH 2, 2011

But in practice, many have been decimating the very source of their content—their editorial departments. With enough effort advertisers can create all the high-value content they need, but most do not have the experience or scale to do so. In theory, publishers still do.

Word of Mouth 100

Word of Mouth Content Distribution Demographics 100

B2B Memes

APRIL 20, 2010

But in practice, are businesses ready to adopt the practice of journalism so rigorously? This makes sense. Rob Leavitt’s answer is a firm “maybe.” Reflecting on Pigott’s blog post, he thinks some companies will make the effor t.

Ethics 100

Ethics B2B Deliverability Blast Campaigns 100

B2B Memes

JUNE 30, 2011

The distinctions Scripps wants to draw get even more muddled when the policy gets into best practices. So if you’re a lifestyle columnist who writes in a Scripps paper about your family, guess what? Mention your kids on your personal account and Scripps owns them.

Social Media 100

Social Media Media Barriers Twitter 100

B2B Memes

JULY 13, 2010

It might not be practical to personally review products, but it was an absolute obligation to remove any promotional overtones and stick to the facts in the release, even in supplier quotes. Many B2B editors cut their teeth rewriting press releases for their publication’s product and services section.

Ethics 100

Ethics PR Press Fulfillment 100

B2B Memes

NOVEMBER 21, 2011

As McNulty writes, what “we would call plagiarism today was considered borrowing back then, a practice cradled in the curriculum.” He was a master aggregator, one who would certainly be accused of plagiarism if he was a 21st-century artist. But the accusation would be false.

Aggregators 100

Aggregators Social Media Copyright Media 100

B2B Memes

NOVEMBER 20, 2011

In practical terms, this strategy means encouraging and responding to comments and highlighting them when appropriate, offering readers platforms for their work (as the Huffington Post has done for its commenters ), and even perhaps hiring them are fully-fledged, paid staff. They are participants in creating and disseminating your content.

Personalization 100

Personalization Media Web 2.0 Aggregators 100

B2B Memes

APRIL 13, 2011

The practice takes a variety of forms, but straightforward examples include Digg , TechMeme , and B2B Marketing Zone. But this is not what aggregation is about. When people talk approvingly of online aggregation and curation, they are referring not to copying, but citation, quotation, and commentary.

Aggregators 100

Aggregators Digg Curation Advertising Mediums 100

B2B Memes

SEPTEMBER 15, 2011

Even Facebook recognized a practical limit to friendship, restricting one’s maximum number of friends to 5000. And even if it doesn’t make a Facebook aficionado out of me, it could make the network much more useful professionally to many other journalists who already use it for personal reasons.

Facebook 100

Facebook Work Management Marketing Management Differentiation 100

B2B Memes

JUNE 26, 2012

But the suggestion many writers have made that his practice is akin to plagiarism is simply wrong. I know almost nothing about Lehrer other than what I’ve read in the many stories about his so-called “self-plagiarism,” and have no position on his work to defend. It confuses quality standards with moral ones.

Ethics 100

Ethics Transparency Ideal Customer Profiles Custom Publishing 100

B2B Memes

JUNE 22, 2010

While Schaeffer agrees with them in theory, in practice, he says, “ghost blogging” is routine. Reviving a topic addressed last March by Jon Buscall and Mitch Joel , he argues against their position that CEOs should not use ghost writers for their blogs. It’s a waste of energy, he concludes, to argue against it.

Ethics 100

Ethics Class Social Media Tagging 100

B2B Memes

MAY 11, 2010

It may not always be practiced with traditional journalistic values, but it often is. So let’s try to clear it up. Journalists : Content marketing is not PR, nor is it, in any sense you expect, marketing. In the broadest sense of the term, it’s publishing.

PR 100

PR Content Fulfillment Public Relations 100

B2B Memes

SEPTEMBER 22, 2010

As recently as December, most of my income derived from traditional publishers practicing traditional B2B journalism (although mostly on the Web, rather than print.) Paul Conley: The seasons, they go round and round. “My My working life is now completely consumed by content marketing. That is no longer true.”. Crush It! , by Gary Vaynerchuk.

Social Media 100

Social Media Work Management Media Bandwidth 100

B2B Memes

MAY 6, 2011

The practiced editor’s equally annoying solution here is a firm insistence on meeting deadlines. But if you want to bring your reader as close as you can to an accurate and complete understanding of the topic, your questions will sometimes have to be probing and even disruptive. Insist on finishing.

Ethics 100

Ethics Content B2B Sales User-Generated Content 100

B2B Memes

OCTOBER 19, 2011

That prompted a response from a practicing trade journalist and former colleague, who asked “I can see why knowing things like HTML and CSS can be helpful but do most journos need more than that?”. “This is impossible. I’ll never get this.” When I tweeted a link to the article, I wrote “”Journos: If you fear coding, you fear the future.”.

Work Management 100

Work Management Distribution Advertising Mediums Social Networks 100

B2B Memes

MAY 2, 2011

When he told me of the coordinated hijackings, the massive destruction, and the fear that more hijackers were still in the air, my first reaction was that it was a practical joke of some kind. After an incredulous pause, my boss asked, “You haven’t watched the news this morning, have you?”

Social Media 100

Social Media Media Twitter Social Networks 100

B2B Memes

OCTOBER 19, 2010

But even if this practical objection is sound, the theoretical one—that any involvement by an editor in sales necessarily influences editorial content—is not. Realistically, the average editor is probably the last person you would want to sell advertising. Compared with the average salesperson, he or she is a relative introvert.

Ethics 100

Ethics Transparency Blogger Advertisements 100

B2B Memes

DECEMBER 15, 2011

Brand journalism” is a kind of catch-all neologism; it’s used to describe a fairly new, relatively unexplored and broadly defined practice. In an e-mail, he told me that he actually agrees with many of their points: Let me tackle this from my personal point of view.

Brand Identity 100

Brand Identity Branding Eloqua Custom Publishing 100

B2B Memes

APRIL 5, 2011

And for the benefit of any accidental readers, aggregation , per the Nieman Journalism Lab , is “the practice of bringing together pieces of news and information from elsewhere on the web into a single news source.”).

Aggregators 100

Aggregators Domain Act-On Paper 100

B2B Memes

NOVEMBER 4, 2011

In practice, though, the trade press doesn’t link nearly enough. As Buttry suggests, “If you start a story with attribution, consider whether the person speaking is more important to the reader than what he or she is saying.” They should do better. Linking lets people see the full context of the information you are citing.

Transparency 100

Transparency Ethics Press Guidelines 100

B2B Memes

MAY 31, 2013

What I’ve learned should not have surprised me, but it did: Digital-first theory is vastly easier than digital-first practice. The problem, again, is not the theory, but the practice. Or to put it more plainly, I took a job with a legacy publisher to help it go digital-first.

Fulfillment 100

Fulfillment Act-On Practices Demand 100

B2B Memes

OCTOBER 19, 2012

In practice, trade reportage often doesn’t match audience needs, often favors advertisers, and often, to be honest, just plain sucks. Analysis and reporting are still important, but are best practiced selectively. Similarly, trade publishers put too much emphasis on original analysis and reporting. This sounds like sacrilege, I know.

Aggregators 100

Aggregators B2B Content Analysis 100

B2B Memes

SEPTEMBER 6, 2011

By way of disclosure, I should say here that while I’ve been practicing trade journalism for 25 years, I didn’t go to journalism school, or even take a journalism course. Though I love magazines, I’m not sure any journalism school should have a magazine program.

Blogger 100

Blogger Class Education Training 100

B2B Memes

DECEMBER 10, 2010

But in practice, how important are such statements to building a reader’s trust? There is something refreshing about not relying on a corporate or professional code, but stating for all to see, “This is who I am, these are my biases and allegiances, judge my work accordingly.”.

Ethics 100

Ethics Personalization Transparency Blogger 100

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 But my own unscientific survey suggests that the number of editors who really get Twitter is small indeed.

Twitter 100

Twitter B2B Curation Ethics 100

B2B Memes

DECEMBER 10, 2012

Until there is some evidence of it in practice, Conley and I may postulate all we please and it will mean nothing. But my recent re-entry into the real-world practice of journalism (more on that in another post to come) has made me more sensitive to things like facts and proof. A year ago, I might have been satisfied with theory.

Practices 100

Practices Content Marketing Content Paid Search Agency 100

B2B Memes

NOVEMBER 30, 2011

Scheduling a time to write is a good idea that rarely works in practice. However, all but one of us aren’t Seth Godin, and it usually takes many more sentences to make our points convincingly. Aim for brevity; be satisfied with clarity. I tried to follow Paul Conley’s advice , but reality kept intervening. Set strict rules for your writing.

Blogger 100

Blogger Rules Twitter Work Management 100

B2B Memes

DECEMBER 8, 2011

His insights there are based on a combination of his ongoing and enthusiastic experimentation with new-media platforms and his practical experience as an editor and blog evangelist for the UK branch of Reed Business Information (RBI).

CMS Development 100

CMS Development Peer-to-peer Lead Ranking Press 100

B2B Memes

OCTOBER 21, 2011

The functional, practical differences between them will always exist. 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.

B to B 100

B to B Media B2B Ethics 100

B2B Memes

APRIL 27, 2011

Some vegans have been deeply offended by this practice. In at least one case, they have acknowledged using Photoshop to eliminate the bones from an image of what they wished were vegan ribs but weren’t. One vegetarian and editor even went so far as to call for the editorial awards VegNews received from Folio: magazine to be rescinded.

Dwell 100

Dwell Design Marketing Websites Order 100