Yes, you’re correct. So we need a new word for wall. Hmm. Love a challenge.

Membrane – back and forth with some checks?
Filter – same type of concept

Ideas?

You’re right about the negative connotations of the word wall. It’s the traditional term editors use, which perhaps suggests their embattled state of mind. The goal should be, as I mentioned, a “kinder, gentler” wall. That probably means finding a different word altogether to describe its function. I do think, though, that if content marketing is to fulfill its ultimate mission, there have to be some fairly effective rules limiting the promotional impulse. Your baseline is an example of such “rules,” I think.

That’s an interesting way to phrase it, but I’m not sure “wall” is the right term. I don’t necessarily want to block or control the various corporate interests but I do want to create a way to ensure our messaging stays on a buyer-focused path. The only way to do that consistently is to combine the editorial preferences of all the sources into one merged approach that meshes with buyers’ needs and preferences.

I think the reason I’m not cozying up to the term wall is that it indicates a hard stop once something hits it. With the nature of continuous change in our business environments, that could be detrimental to ensuring your company keeps pace with buyers.

So perhaps my question is – How porous is a “virtual wall?”

Thanks! You’re post is giving me new ideas.
Ardath