Why Social Media is Especially Powerful in B2B Markets

Image by wrestlingentropy In consumer media, you are often dealing with experts talking to non-experts. Perhaps its a chef writing an article to an amateur cook, an announcer explaining the intricacies of luge to an audience unfamiliar with the sport, or a journalist explaining how a new wi-fi device will compare to older versions on… Continue reading Why Social Media is Especially Powerful in B2B Markets

How Content Marketing Will Change Business Media

"Content marketing" is the latest buzzword to describe the future of media, of marketing, of publishing and of B2B. Here’s the gist: instead of companies blasting their target audience with obtrusive advertisements, they will instead provide helpful content. So, in essence, they become publishers, trainers, educators, and partners. And that’s kind of nice. I’d rather… Continue reading How Content Marketing Will Change Business Media

How to Use LinkedIn to Drive Editorial Strategy

Image by Christoph Today I want to share the story of what one business media brand is doing to get closer to their audience, and how they are leveraging social media to drive editorial strategy. Control Engineering’s Editorial Director David Greenfield setup a group called Automation & Control Engineering on LinkedIn, and has been integrating… Continue reading How to Use LinkedIn to Drive Editorial Strategy

Editorial ROI: Maximizing Performance With Few Resources

Today, I want to discuss how an editor or content creator can use some really basic web analytics to improve the performance of their products and deliver higher return-on-investment for their efforts. The chart above is a pretty typical example of a "long tail" graph. I made up the numbers above, but let’s consider that… Continue reading Editorial ROI: Maximizing Performance With Few Resources

How We Pay for Content

As the recession lingers, talks of paid content among newspaper and magazine brands has heated up. Some in traditional media feel that people are getting a free ride in the free content model of the web, while others are simply desperate for a sustainable revenue model. In thinking about this, let’s review how we paid… Continue reading How We Pay for Content

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Frankenstein Content: Make Your Articles Come Alive

I have been pouring over metrics for some brands here at Reed Business Information, and keep seeing a similar trend. Check out this graph which shows the page views for new articles that one brand uploaded to their site in a given month: Sure, you see the Long Tail here – a few articles getting… Continue reading Frankenstein Content: Make Your Articles Come Alive

The Piling Up of Media: Super-Users and Grazers

Every day, media is thrust into my life: Two newspapers on the driveway. Magazines in the mailbox… more than 10 subscriptions. RSS feeds in my RSS reader… about 100 subscriptions. This is before I look at my Blackberry, open Instant Messenger, surf a single website, think about the book on my nightstand, or even fathom… Continue reading The Piling Up of Media: Super-Users and Grazers