You Don’t Sell To A Community. You Support A Community.

Companies now realize that there is business value in social media. That it is worth an investment of their time and resources, that it can bring them closer to those in their market, and can be a powerful marketing platform. But there is one term that us being thrown around a bit too casually: community.… Continue reading You Don’t Sell To A Community. You Support A Community.

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

The Network Effect of You

Today, I want to consider how social media is reshaping the life & career of one of my colleagues, and consider how this affects those in B2B media more broadly. Wes Kennedy (right) is the Group Art Director for Home Accents Today, Furniture Today, Kids Today and Design Today, and as he calls himself, he… Continue reading The Network Effect of You

Be Your Own Brand

The web is reshifting so many businesses, and certainly the world of media, publishing & journalism, which is where I focus a lot of my attention. Today, I want to explore how an individual journalist – or ANY individual – can build their own brand, boosting their career and delivering more value to their employer.… Continue reading Be Your Own Brand

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A Coordinated Effort: Serving Needs, Creating Revenue

In the past few weeks, I have been talking about product development in B2B media and publishing. First, we looked at how to put customer needs first, and then at revenue streams that publishers have at their disposal. Today, I want to extend this discussion by looking at how editorial, sales, and advertisers can coordinate… Continue reading A Coordinated Effort: Serving Needs, Creating Revenue

Beauty and the B2B: Using Photos to Engage Your Community

I am the guy in my family who takes photos at every gathering and makes sure we get group photos at every major event. In the moment, few seem to care about taking photos; but after the fact – it becomes a treasure trove of memories. Photos are an incredible opportunity for brands to further… Continue reading Beauty and the B2B: Using Photos to Engage Your Community

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