That time I forgot my own advice on content marketing

When the next sale really matters, that’s when you test your commitment to authenticity and the value of your content… especially when what you’re selling is you. When people ask for my advice on content marketing, I tell them it’s all about authenticity. Share content that lets people know you as a brand, as a … More That time I forgot my own advice on content marketing

5 things B2B publishers need to change now

Digital innovation in B2B publishing isn’t about apps. It’s about finding new ways to drive engagement and capture value for your advertisers. Whether you call it demand gen, lead gen, lead nurturing, inbound marketing or content marketing, your B2B advertisers are jumping into programs that use content to attract, engage and convert prospects into qualified … More 5 things B2B publishers need to change now

Here’s how to leverage your strengths to give your advertisers what they really want

The explosion of inbound content marketing has sparked endless hand wringing among B2B publishers who are already struggling to prove their relevance in a digital-first world. Why? Because publishers who have long survived on traditional advertising don’t like their clients hearing that they should become publishers of their own content. But let’s take a breath … More Here’s how to leverage your strengths to give your advertisers what they really want

Here’s a simple hack to boost your B2B content marketing results

Stop going it alone when you can benefit from the strength of established publishers to boost your B2B content marketing campaigns. I read a great article on content marketing by Carl Friesen over at the Content Marketing Institute. Friesen addresses one of the biggest stumbling blocks in content marketing: getting your content found by the right people at … More Here’s a simple hack to boost your B2B content marketing results

Ira Glass’s quiet media revolution is the real story behind Serial

‘This American Life’ wrote the book on long-form engagement. Here’s how the TAL incubator is innovating journalism and marketing with a little thing called podcasting. While everyone is obsessing over the “did he do it?” question at the core of the wildly popular podcast, “Serial,” the real story is the podcast’s transformative media implications. On the media market side, it’s no … More Ira Glass’s quiet media revolution is the real story behind Serial

‘Recoil’ claims a killer product lifestyle niche

20 years ago, WIRED redefined the word lifestyle. Here’s the latest iteration of product-as-culture media. It’s hard to believe it’s been 20 years since WIRED re-framed the print world by launching the first true product lifestyle magazine. At the time, the racks were filled with thick magazines about computers. Only WIRED recognized that the subject wasn’t … More ‘Recoil’ claims a killer product lifestyle niche

When your brand defines your market, you can break the rules

I love it when a brand is so strong, it gets to break all of the rules. I particularly love it when a brand knows its market so well, it knows how to break the rules. McSweeney’s is that brand. If you spend any time reading the latest and greatest thoughts on effective online and … More When your brand defines your market, you can break the rules