B2B Memes

The Coming Death of Self-Publishing

B2B Memes

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. Related posts: The Coming Content Marketing-Publishing Continuum.

A Look Inside a B2B Editor’s Head

B2B Memes

Finding the proper level of involvement with marketing (particularly in sponsored webinars, a medium uniquely popular in trade publishing).

Trending Sources

Paul Conley: Has the Content Marketing Dream Become a Nightmare?

B2B Memes

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. Marketers claim to be journalists.

The Perils of Corporate-Personal Twitter Names

B2B Memes

The first step might be to think of a Twitter account not as a marketing tool or some supplementary appendage to a publication, but as a separate channel for the brand in the same way a magazine is.

Increase Marketing ROI 10X and Prove It

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

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

B2B Memes

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.

My February Challenge: 10 Tweets a Day

B2B Memes

Marketing does not come naturally to me. It’s somewhat sad, I suppose, that my only effective mode of self-improvement is to set arbitrary goals. But it works. Last November, I challenged myself to write a blog post a day. I am happy to say I met my goal. Although I subsequently fell off the wagon in December (8 posts) and January (5 posts), it still feels like a significant achievement. This month, I’m setting my sights on Twitter.

Editorial Quality Vs. Revenue: A False Dichotomy

B2B Memes

What ad sales staff are reduced to doing is essentially selling marketing materials—it’s the only thing left that still makes sense to advertisers. In the era of search-based inbound marketing , advertisers no longer really need third parties and their lists of subscribers. On its blog earlier this month, the American Society of Business Publication Editors published an anonymous and despairing note from one of its members.

Journalism, Professionalism, and the Turing Test

B2B Memes

Robot reporters are cornering the market on facts, as companies like Narrative Science and Automated Insights perfect the science of teaching software to turn data into news stories. What’s the way forward for journalists?

Test 39

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

Is the Distinction Between Consumer and B2B Media Still Meaningful?

B2B Memes

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.” My point isn’t that B2B and consumer markets are one and the same.

Facebook Subscriptions: Overdrive for Journalists?

B2B Memes

Journalists, Content Marketing, and Tough Questions. Though I understand its appeal, I’ve never found Facebook compelling.

Do B2B Editors Get Twitter?

B2B Memes

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 Editors Need to Think Like Marketers. As with other business-to-business content creators these days, there are few trade press editors who don’t have—and at least occasionally use—a Twitter account.

Why Publishers Need Early Adopters, Annoying or Not

B2B Memes

I would suggest, in fact, that every B2B publisher and content marketer needs one or more early adopters in their midst. Yesterday, B2B editor and blogger Maureen Alley wrote a provocative post declaring that early adopters are annoying. I’m not sure she means it. 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. If anything, the B2B industry needs to encourage early adopters, not bemoan them.

Infographic skills: No longer optional for journalists

B2B Memes

So journalists, content marketers, and writers alike take note: Infographic skills are no longer optional. First, a confession: My first reason for writing this post is so I can embed a really cool infographic about Google on my blog.

Dwell 39

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

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

B2B Memes

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. Journalists and marketers alike have much to learn from him. Mark W. Schaefer.

30 Lessons from 30 Blog Posts in 30 Days

B2B Memes

However, content without marketing is like a cart without a horse. It needs to be marketed. Social Media Writing Alexis Madrigal blogging content Frank Viola Jeff Goins Mark Schaefer marketing NaNoWriMo Paul Conley personal Seth Godin T.

Curation: Add Value and Pass It Along

B2B Memes

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. Among all the topics that seem to rile journalists and publishers these days, perhaps the most contentious is curation. Is summarizing and linking to another person’s article an honorable act or a form of theft? How can you distinguish between good curation and bad curation?

It’s Time to Embrace Editorial as a Profit Center

B2B Memes

Is it any accident that as traditional trade publishing declines, content marketing is on the rise? Content marketers—in many cases, former advertisers—understand what traditional publishers have too often forgotten: editorial generates currency. Have you wondered why advertisers have been devoting more of their budget to content marketing and less to traditional advertising? Content Marketing New-Media Models journalism monetization publishing models

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Writing for the Web: The Human Algorithm and Zero-Sum SEO

B2B Memes

My cynicism about SEO doesn’t mean I’m not in favor of marketing your content. Most writers, I think, need to do more marketing to potential readers, not less. But both parties should gain from that marketing effort. Do you write for the Penguin, or the human?

Hear a Buzzword? Demand a Definition

B2B Memes

Content marketing. Susan Getgood raises an important point today on her Marketing Roadmaps blog when she calls attention to the multitude of conflicting definitions for terms like content marketing and native advertising. New Editorial Rules Nod to Content Marketing.

5 Things I Learned from Self-Publishing

B2B Memes

The Coming Content Marketing-Publishing Continuum. If nothing else, self-publishing is a learning experience. You learn not just about the process, but yourself. It’s not for everyone, certainly, but don’t count yourself out as a self-publisher until you give it some serious thought.

Jesse Noyes: Brand Journalist or Brand Reporter?

B2B Memes

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. Marketers are trying to learn how to speak to people in a human way. Journalists, Content Marketing, and Tough Questions.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

Three Ways to Annoy People and Produce Great Content

B2B Memes

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. Content Marketing Editing Ethics journalism proofreading quality

Three Common Failures in Online News: Are You At Fault?

B2B Memes

This distinction, which should seem obvious, is a key to way to score points in marketing presentations involving competitive match-ups. For most B2B publishers, electronically delivered news content is becoming an increasingly important part of their output. The potential rewards are substantial. In theory, any B2B e-news package consistently delivering relevant, high-enterprise, fast-paced, exclusive content should dominate its competitive space.

Are You Highly Digital? Try This Test

B2B Memes

” 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.

Test 21

How Can I Make You Pay for This Post?

B2B Memes

The content market is no longer about control, but collaboration, about equal exchange. 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 last in her list was “how to make people actually pay for content.” The phrase suggested to me one more challenge she might have added: “How to stop thinking of your customers as peons and thieves.”.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

3 Traits of Editorial Success

B2B Memes

As noted in The New York Times obituary , Jobs preferred his own research and gut instinct to focus groups: ”When asked what market research went into the iPad, Mr. Jobs replied: ‘None. 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.

Introducing the New-Media Survival Guide

B2B Memes

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.

Social Media and the Blurring of Professional Roles

B2B Memes

It’s no longer as meaningful as it once was to say you’re a blogger, or a journalist, or a marketer. You can be a blogger one moment, a marketer or journalist the next. In a rare post today, Paul Conley stated the obvious : he doesn’t publish much on his blog anymore. Well, duh–all his fans are painfully aware of that. (If If you’re not familiar with Conley, I recommend a thorough study of his archives.

Should Journalism Schools Rethink Magazines? (Or Even Journalism Itself?)

B2B Memes

It’s certainly no accident that Mersey uses a marketing concept, that of personas , as part of her approach to understanding audience. Last week, Susan Currie Sivek wrote about how magazine programs within journalism schools are increasingly giving up on traditional magazines—or as she less cynically puts it, how they are teaching beyond the magazine. It’s the right direction for J schools to take. But does it go far enough?

Trade 22

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

The Yin and Yang of Content Economics

B2B Memes

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.

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

B2B Memes

But for traditional journalists and marketers alike, the notion of giving up editorial control can be challenging. 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.

Social Media and the Clash of Brands

B2B Memes

The conflict might be even more problematic for content marketers than for independent publishers. Personal Branding Social Media blogging branding content Content Marketing control editorial identity personal branding voiceMUD day 10: On his new blog today, UK journalist Tony Hallett considered a question raised indirectly by my Tuesday post on destination versus identity.

There Are Two Sides to Every Editorial Wall

B2B Memes

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