November, 2011

B2B Memes

Dialogue vs. Monologue: Six New-Media Principles, No. 1

B2B Memes

As I wrote in yesterday’s post , over the next six days I will be discussing six new-media principles, adapted from my forthcoming e-book, the New-Media Survival Guide.

Fear and Social Media Don’t Mix

B2B Memes

MUD day 19: A friend of mine who works for a large nonprofit institution serves on a panel that’s trying to decide what the institution should think and do about social media. Should it encourage its employees and other stakeholders to use social media?

Trending Sources

30 Lessons from 30 Blog Posts in 30 Days

B2B Memes

Twenty-nine days ago, I set out to write a post a day for this blog. Somehow, despite a couple of late nights, I managed to achieve my goal.

“Content Is Power”: Q & A with Mark W. Schaefer

B2B Memes

Mark W. Schaefer. A couple of years ago when I started B2B Memes it was my plan to focus exclusively on trade publishing.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts.

Process vs. Product: Six New-Media Principles, No. 6

B2B Memes

The new-media principles of transparency and openness discussed in my last two posts mean that readers can both see and participate in the process of journalism itself. They are no longer handed the finished product in the form of an article and asked to move along. For both reader and writer the change can be liberating, exciting, and rewarding. The downside, of course, is that the process is messy and prone to mistakes.

3 Traits of Editorial Success

B2B Memes

MUD day 7: Editors should be pleased by Malcolm Gladwell’s review in the latest New Yorker of Walter Isaccson’s Steve Jobs biography. In it, Gladwell argues that Jobs’s peculiar genius was not so much creative in nature as editorial. His sensibility, Gladwell writes, “was editorial, not inventive. His gift lay in taking what was in front of him. and ruthlessly refining it.”

Shakespeare Was an Aggregating Social-Media Pirate

B2B Memes

Aargh? In yesterday’s Los Angeles Times , theater critic Charles McNulty wrote a marvelous column inspired by his objections to the Roland Emmerich movie, Anonymous.

One Way the Web Will Change the Book

B2B Memes

MUD day 6: New-media enthusiasts, myself included, sometimes talk as though print is dying. That’s a strategic exaggeration, of course. No form of media is ever killed off by another. Rather, each new form of media transforms those that came before it, sometimes subtly, sometimes dramatically.

Make No Mistake: How Worst-Practices Derail Successful ABM Efforts

This Quick Study Slide Show from Node identifies the common mistakes of ABM executions and offers practical advice to help teams avoid them.

Collaboration vs. Control: Six New-Media Principles, No. 2

B2B Memes

In yesterday’s post , I described new media’s foundation in conversation, the preference for dialogue over monologue. Today’s principle is closely related. Conversations are only truly conversational when they are collaborative. If anyone controls the conversation, it ceases to be one. But for traditional journalists and marketers alike, the notion of giving up editorial control can be challenging.

Three Ways to Make Media More Personal

B2B Memes

MUD day 20: Back in the late 90s or early aughts, one of the hot topics in the Web 1.0 world was personalization. On the industry portal site I ran for much of that time, we had what seems now like a pretty lame concept of personalization. We wanted to let our registered users select their interests from a predetermined set of categories, then present a customized home page when they logged in. We never implemented our plan, but it hardly mattered. The onset of Web 2.0

Social Media and the Clash of Brands

B2B Memes

MUD day 10: On his new blog today, UK journalist Tony Hallett considered a question raised indirectly by my Tuesday post on destination versus identity. His concern was with personal identity versus publication identity, or, if you prefer, personal versus corporate branding.

NaNoWriMo, Social Media, and Measurability

B2B Memes

Month of “Um” Days (hereafter MUD) day 2: If April is the cruelest month, as the great Tom Eliot once observed , November must be the lamest. As the not-so-great Tom Hood wrote , No dawn — no dusk — no proper time of day.

Six New-Media Principles: Introduction

B2B Memes

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. If all goes well, it will be available next month. Stay tuned. Like many posts on this blog, the e-book aims to help traditionally trained journalists, marketers, and content creators understand the ideas and values that differentiate new media from old.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

The Best Formats Are Invisible

B2B Memes

MUD day 18: It’s a new dawn and I’ve awakened with my usual optimism and generosity of spirit restored. Today I see things a bit differently. Magazines aren’t dying , they’re simply transmigrating. You see, the soul of a magazine is not to be found in its format. LIke every other kind of communication, a magazine is expression, transported in a vehicle. If you pay undue attention to the vehicle, the format, you’ll miss the important thing being expressed.

My Love for Magazines Lies Bleeding

B2B Memes

MUD day 17: There are days, perhaps when my inner curmudgeon breaks through my usual resistance, when I’m convinced that magazines, as a useful format, are truly dead. Yes, it may just be me or my desperation for a topic in this month of mandatory daily blogging. Ask me tomorrow and I may feel more hopeful. But what has me worried is my oddly sour reaction to this Folio article on magazine design. A few years ago I would have been vitally interested. Now it just seems irrelevant.

RSS 9

Wikipedia Is No Authority–By Design

B2B Memes

MUD day 13: In an interview in Foreign Policy , published on its website earlier this month, Wikipedia founder Jimmy Wales was asked if he’s shocked to hear that people, including journalists, “use Wikipedia all the time.” ” His response is worth repeating to any journalist that either uses Wikipedia unthinkingly or unthinkingly refuses to use Wikipedia: Journalists all use Wikipedia.

Attribution and Linking Are Essential to Transparency

B2B Memes

MUD day 4: If you’re a B2B journalist or a journalistically inclined content marketer, you should be faithfully following Steve Buttry’s blog. Although he’s a died-in-the-wool newspaper guy, he deals frequently and insightfully with issues that also plague trade editors and reporters. A good example is from Buttry’s post on Monday, in which he offers advice on attribution. It’s an age-old issue for trade journalists that has only intensified in the online era.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts.

Schadenfreude Is Cheap: Don’t Worry About the Journalists of the Future

B2B Memes

MUD day 3: I recently joined the LinkedIn for Journalists group, which turns out to be more useful and interesting than I had expected. A post from a couple of weeks ago pointed to an entry in Roger Ebert’s Journal headlined “Help! Our journalists of the future.” ” The entry consisted almost entirely of extracts from bad student writing, provided by a friend who teaches a university journalism course.

Want to Twitter Better? Diversify Your Pronouns

B2B Memes

One of my favorite Joe Pulizzi sayings is “ it’s not about you.” ” 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.

Transparent vs. Opaque: Six New-Media Principles, No. 5

B2B Memes

Because one of its foundational ideas is openness, as I described in yesterday’s post , new media encourages and rewards transparency. Traditional media organizations have tended to be opaque, aiming not to reveal much about the people and processes behind their product. But the nature of new media is to reveal everything, to make everything public. If the organizations don’t reveal their own inner workings, the increasing likelihood is that someone else will.

Open vs. Closed: Six New-Media Principles, No. 4

B2B Memes

One of the key distinctions in the digital world is between closed systems and open ones. One example of a closed system, from the early days of the online experience, would be the original America Online or Prodigy of the 1990s. These “walled garden” systems restricted who could participate, and relied on custom-built, proprietary systems that could be difficult to use and impossible to adapt.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

Personal vs. Corporate: Six New-Media Principles, No. 3

B2B Memes

In last Wednesday’s post, I described how new media make the reader an equal partner in journalism, able to talk back to, as well as compete with, the journalist. The same dynamic similarly changes the journalist’s relation to his or her employer. Journalists no longer need a traditional publisher in order to talk with readers. Formerly, most journalists were, to readers, little more than a name on a page.

More on Destination, Identity, and the Future of Content

B2B Memes

Thanks no doubt to a helpful boost from Alexis Madrigal , my November 8 post, “ The Future of Content Is Not Destination but Identity ,” found a passel of new readers this week. One of them was constructively skeptical of my argument. What does it really mean, he asked , to say the future of content is in its identity? Or that content must be imbued with the brand? However people find content, he argued, they “always wind up back at the brand to read it.”

Defeating the Blank Page: S. J. Perelman on the Chandler Method

B2B Memes

MUD day 12: On a day when I have little time and less inspiration, I will let the sadly neglected S. Perelman ride to my rescue. In a late-1950s Paris Review interview, he was asked what he did to overcome the blank page and start writing an essay. His answer involved yet another approach from Raymond Chandler, previously cited this month as a model by one of my illustrious commenters : Interviewer : Are there any devices you use to get yourself going on [your essays]?

Three Ways to Turbocharge Your New-Media Career

B2B Memes

MUD day 9: For anyone involved in communications, coming to accept new media is only half the battle. The next, much harder fight, is in leaping into and mastering the ways of new media. There are probably an infinite number of effective approaches to doing so, but, based on my recent reading and on my experience this month as a blogger, I’d start with these three: 1. Be Gutsy.

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

Embrace Your Errors

B2B Memes

MUD day 5: When I embarked on this month of daily, rapidly written blog posts, I knew my tolerance for typos and other errors would be sorely tested. And indeed, yesterday I committed one of the homophonically confused errors I’ve made since the beginning of my publishing career, writing “died-in-the-wool” rather than “dyed.”

A Month of “Um” Days

B2B Memes

As writers go, I am slow and deliberate. Though I don’t often find it, I can spend hours looking for le mot juste. It’s not the ideal approach for a blogger, needless to say. So this month, as I hoard my psychic energies for a major writing and editing project (more about that later), I’ve had to make what is, for me, a difficult decision about this blog. No, this is not a farewell to blogging, or even an announcement of a hiatus.

Make Your CFO a Social Media Fan

Buzz Marketing for Technology

Social media definitely pays off, but you’ve got to focus on the approach not the tools. Social Media has hit the mainstream these days but the big concern on every product marketer’s mind has been how to justify the ROI? Never is that more true than at budget time.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. I entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1

Webbiquity

Sure, teenagers spend a lot of time on YouTube, but did you know that three-quarters of business executives watch work-related online videos weekly? Or that 73% of U.S. companies now use social media for marketing (though the figure varies widely based on size of company)?

Making Marketing Agility Cool

Buzz Marketing for Technology

Chief Marketing Officers take pride in being the trendsetters around the corporate corral – the arbiters of hip, the sharpest dressers, the consummate gadgeteers. But when it comes to using data to support decision making, the CMO is likely not to be the smoothest operator.

Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part I

B2B Lead Generation Blog

Tweet. SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. That “waterfall” is a metaphor for key funnel stages.

Neuromarketing Research: 3 Keys that Trigger a Buying Decision

Writing on the Web

The study of the buying decision process, or neuromarketing, has had a tremendous impact on content marketing. More brands are being studied in laboratories around the world as consumers are being hooked up to brain imaging machines, fMRI , EEG and other devices so that they are monitored while they read marketing messages and make decisions. Neuromarketing is extremely expensive market research to do, but fortunately most brains work the same, with some exceptions for age and gender.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.