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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For most practitioners of new-media journalism, the key to ethics is transparency. So long as you disclose all your biases and interests in what you write about, you’re OK. The rest of the traditional guidelines in which journalists have been trained are up for discussion, it seems. The latest and, to me, most mind-boggling example [...] 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 [...] I am a firm believer in a strong code of editorial ethics, as many editors who’ve worked with me would be all too quick to affirm. But I also believe that to be successful, a code of ethics must be flexible, adapting organically to the norms and expectations of different media and communities. Recent evidence [...] 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 [...] Since the publication earlier this month by the Federal Trade Commission of new guidelines on endorsements and testimonials, the place and nature of ethical guidelines in the new-media world have been a hot topic. The guidelines, frankly, are plain stupid. But they do shine an interesting light on how new media ethos is shifting from [...] Lessons from David Pogue, Steve Jobs, and Leo Laporte Was David Pogue too easy on Steve Jobs? A recent kerfuffle in the blogosphere/podosphere involving New York Times tech columnist David Pogue offers B2B journalists and editors some interesting ethical issues to mull over. Pogue has been under attack for supposed conflicts of interest, first in an [...] |
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