With publishing luminaries like Paul Conley, Joe Pulizzi, and David Meerman Scott urging journalists to turn to content marketing for rewarding career options, you might think there would be a stampede of ink-stained wretches leaping into the field. But though you can find examples of such career shifters, the numbers [...]
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Over the weekend, one of my blog posts from several months ago provoked a comment that was simply too good to let pass unnoticed. It spelled out the feelings of many journalists when faced with the prospect of going over to the dark side, as David Meerman Scott has put it, by writing directly for [...] Photo by Brenda Starr For the last couple of weeks, I’ve been working on a project that involves reading a bunch of feature articles from a wide range of B2B publishers. It’s been, surprisingly, an inspiring experience. Why the surprise? I guess because there’s so much gloom and doom surrounding the future of B2B publishing. The [...] For B2B companies embracing their new role as publishers, the content marketing community has produced a huge archive of valuable advice. There is at least one topic, however, that is rarely discussed: the legal risks and responsibilities of publishing. The silence is understandable. Most of the time, the kind of publishing that [...] 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 [...] 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 [...] |
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