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Thursday, October 22, 2009
0160; As part of the discussion, Chris Herbert asked how a company should go about budgeting for a custom publishing plan such as this.
The question about custom publishing budgeting, of course, comes up all the time. 34; Here is how we explain custom publishing
budget We've had some excellent feedback around Russell Sparkman's guest post on creating a consistent content plan . Below is a response from Russell with some additional points from yours truly.
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Tuesday, December 8, 2009
This, however, meant one important thing; the publisher was taking all the risk. This meant that the publisher had to pick good quality information to share – it was an “economic filter” on the quality of information. The publisher of information had to bear the burden of producing information of good enough quality to generate a good sized audience, or they would not remain in business. I’m sure we’ve all been in conversations around why social media is important to us as B2B marketers. Many of the discussions of its importance talk about joining the conversation, building
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Tuesday, October 13, 2009
Really interesting study on content marketing and custom publishing research led by King Fish Media with help from Hubspot , Upshot and Junta42 . (Note: the study requires name and email to download and the 20-page eBook can be downloaded here ). 0160; The take : We are all publishers now .
Here are the highlights from the 189 marketing professionals that took the study: Beliefs about Content Marketing
93% of marketing professionals create or plan to create content marketing as part of their overall programs in the next year.
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Friday, February 26, 2010
Just returned back from Online Marketing Summit 2010 where the statement "brands as publishers" almost seemed overused. Although we've been talking about that on this blog for three years now and in more detail in Get Content Get Customers , this is the first time I've heard this type of statement in force "out in the real world".
It started with John Batelle from Federated Media.
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Tuesday, October 6, 2009
ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. And I think those metaphors are useful for simplifying the content process (and for improving it) because most of us are familiar with the publishing model.
The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. One of the great trends were seeing at ITSMA is increased automation of the lead process. It’s great because the software acts as a battering ram for
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Thursday, September 3, 2009
Over the past few months, I've been able to work on a few projects with thinkMoney's custom publisher, Kevin Lund from T3 Publishing . Almost a year ago I came upon a custom magazine called thinkMoney from the company thinkorswim . 0160; It's just one of those custom magazines that I like to keep around and refer to on occasion.
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Tuesday, August 18, 2009
0160; We are all publishers now, whether we like it or no A nice three minute video of my presentation at Online Marketing Summit in Cleveland, OH over the summer.
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Wednesday, September 9, 2009
It’s time for marketers to replace traditional publishers. Play the Powerful Role of Publisher to Meet Your Buyer’s Critical Information Needs
Today, because the software technology required to manage a customer database is now affordable for any size organization, even small companies have less need of the services of trade and consumer publishers. Start Becoming The Paradigm is Shifting. Now Get Ready to Remodel Your Marketing
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Wednesday, July 22, 2009
At the end of that post I posed a way to test the effect of offering budgetary pricing, not publishing it. In a previous post Sales 101 Myth Can Hurt Your Marketing Efforts I discussed how the old rules of holding back budgetary pricing has put companies at a disadvantage with self-service oriented prospects doing research for solutions.
It struck a chord with several readers saying they might try it and it gave me the idea to expand on how to test it…safely.
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Friday, May 22, 2009
Although they are in the advertising business, small publishing companies have never done much advertising for their magazines. By emulating the best practices of small publishing companies, you can minimize traditional marketing costs, too. Why publishers can market effectively without advertising
When You Deliver Great Content and Control a Critical Buyer Database You Drive Sales
The reasons were simple, but not necessarily obvious: They didn’t have to—and it wouldn’t work if they tried it.
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