A post last week in which I wrote approvingly of editorial walls provoked some discussion of the merits of the term. That discussion might have been sufficient for me if it hadn’t been for a coincidental tweet over the weekend from Josh Gordon. Without comment, he linked to an old blog post [...]
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A central challenge for B2B content marketing is to keep copy free of promotional efforts. Traditional B2B publishers have handled this–with varying degrees of success–by erecting editorial walls, barriers to separate “church and state.” There are rules of engagement that limit just how much advertisers, via the publisher’s sales people, can influence editorial. But in [...] As journalists continue to witness the decline of traditional job opportunities, more of them are looking closely at content marketing. Consulting journalist Paul Conley has argued for several years now that content marketing represents one of the most promising career choices for journalists. Similarly, but from a marketer’s perspective, David Meerman Scott has told journalists [...] In the content business, talking down to your audience isn’t as easy as it used to be. When the means of production and distribution were out of reach to most, journalists and marketers were in control of the conversation. But in the new-media world, as Jeff Jarvis and others have shown, it’s the audience, not [...] This week saw more discussion of the future of trade publications, helpful guidance on the FTC blogging guidelines, and a tale of two videos. Reports of Death Exaggerated: “How Trade Publications Can Capitalize on Content Marketing and Social Media,” Tom Pick, The WebMarket Central Blog, 11/18/09. Following up on his trenchant summary last week of the ills [...] |
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