Treat Your Readers As Your Peers

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 [...]

January 20th, 2010 | Tags: , , , , | Category: Content Marketing, New-Media Models, Writing | Leave a comment

Making Paying for Content More Personal

Laporte: His audience will determine his salary.

In all the discussions I’ve seen of the virtues and evils of paywalls, I have yet to see any mention of the relation of paid content to social media. This is perhaps because paying for content comes off, even to its proponents, as a kind of uncool, regrettably [...]

December 4th, 2009 | Tags: , , , , | Category: Paid vs. Free, Social Media | Leave a comment

B2B Blog Posts of the Week: The Turkey in the Room

Thanksgiving week in the States is never very productive for the B2B work world, and that appears equally true for B2B bloggers. While some tried to ignore the elephantine turkey in the room, others attempted, mostly in vain, to make the holiday pertinent to their usual subject matter. By mid-week, it was clear that we [...]

November 28th, 2009 | Tags: , , , , | Category: Content Marketing, New-Media Models, Social Media | One comment

Can Webinars Get Hip? Three Radical Ideas for Change

Between old and new media in the B2B world, there is a class that might be called middle-aged media: e-mail newsletters, webinars, and digital magazines. Though digital in nature, they have been in use for years and are starting to show their age. Like print, they will always have some role to play, but their [...]

November 5th, 2009 | Tags: , , , , , , , , , | Category: New-Media Models, Webcasting | Leave a comment

What B2B Can Learn from Jeff Jarvis, Part 4

Turning Cash Cows into Mini-Moos

What Would Google Do? By Jeff Jarvis. HarperBusiness, 2009.

In the previous three parts of this review of What Would Google Do?, I’ve looked at how Jarvis’s ideas apply to B2B in terms of its relation to readers, the impact of hyperlinks, and the shift from product journalism to process journalism. [...]

September 23rd, 2009 | Tags: , , , , | Category: Book Review | One comment
 
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