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Content Marketing Journal

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Top Stories

This morning I received a story link from a friend, her email subject - McGraw-Hill Said to Hire Evercore to Sell BusinessWeek Magazine - Bloomberg.com. As I read the story I recalled our Ulitzer launch where our development work started a little over two years ago. During our first production meeting in April 2007, we put on the whiteboard that Ulitzer would be a social media platform that would replace traditional media in the near future. The news story says: "BusinessWeek, the McGraw-Hill Cos. magazine that lost 30 percent of its advertising revenue in the second quarter, is up for sale, according to a person close to the situation." Unfortunately, the future for all traditional media outlets - magazines and newspapers - is gloomy. If you browse through the list of Ulitzer authors, articles, feature stories and blog entries, you will find that the line-up just a f... (more)

Genius is Bringing GURLs to the Social Party

I had the privilege of speaking with the Genius folks today about the GURLTMs and some cool new web analytics features they'll be rolling out this fall. For those of us who've been wondering how the heck to prove ROI is possible with social media, we may have found a way to do just that. Tracking the impact your social participation can make on active pipeline has been a pretty nebulous challenge. But the GURLs change that. GURLs are these super-powered, shortened URLs similar to what you may have seen from services like budURL, bitly, and others. I use budURLs to track many of my Twitter links. I can see clicks and a few other things, but they're a standalone metric. And there's no follow-thru visibility about someone who clicks on my budURL and then clicks on other links on my blog or website. The GURLs could become one of the most popular tools at the social media... (more)

Instant Professionalism Online Despite Yourself...with Ulitzer

Personal Branding on Ulitzer I read an article by an author on Ulitzer.com and was amazed at the professional image it provided him. I immediately researched Ulitzer to see if there was yet hope for me. I am a technology blogger on the subject of mobile computing strategies.  As I was doing research I came across the author Ian Thain, a fellow mobile computing blogger, who had a very professional website on Ulitzer (www.ulitzer.com). Professional envy motivated me to investigate this thing called Ulitzer. Ian's website looked like he had spent a great deal of time and money on it - all things I am short on. I carefully studied Ian's website to see how it was set up.  It looked like an expensive industry portal with colorful graphics, animation and industry news. It had tabs that filtered articles, by most popular, by date, etc.  I have blogged for over 5 years so... (more)

Chief Networking Officer and Senior Executives

You certainly have heard several stories like that of John Smith, a senior executive of a large company. He has worked for over 20 years in the major market players. He had a career up and always brought good results to their employers. He is a well recognized professional by his peers in the market. Until recently, he was the Commercial Director and a person of full confidence of a business owner. He had full power in decision making and used this resource skillfully on behalf of the company. However, time has changed. As part of a competitor´s expansion strategy, the company was acquired and John´s position was considered "redundant" by the buyer who preferred a professional of his own trust, of personal and professional knowledge to take John´s place. And now John? You are 50, 3 children to raise and a high standard of living. Despite your enviable curriculum and... (more)

2011 #Nifty50 Top Twitter Women

Mothers Day 2011 was indeed a special day. Yes, I got the usual hugs and wishes from my 2 boys, family and friends. My 8 year old son Shakthi brought home a "I love you Mom" painting and also presented me with a "Breakfast Menu"(which included the mandatory cup of coffee for mom!). My 2 year old son Arya was getting on a flight from India to come see mom. He has been spoiled silly by his grandparents for the last couple of months...but let us not go there. After breakfast, May 9, 2011 only got better. I was very honored to find out that I was on the "2011 #Nifty50 Top Twitter Women" list that  Tom Pick of KC Associates and Cheryl Burgess of Blue Focus Marketing had just announced.  Many of the women on 2011 #Nifty50 Top Twitter Women are ones that I actively follow on twitter. I urge you to follow the experts on the 2011 #Nifty50 Top Twitter Women list. They are B2... (more)

Eight Great Content Marketing Takeaways from 2009 Custom Content Conference

Marketing experts shared invaluable insights about how to market in turbulent times through the effective use of content online, in print, and in person. Custom publishing has gone from being an ancillary, add on component of marketing strategies to becoming a vital ingredient.  Why?  Because content marketing is so important to an increasing number of marketers and companies of all sizes. Therefore, creating custom content is no longer a nice to-do, if you have the money.  Rather, it has become an absolute must-do as part of an integrated content marketing strategy. The strategic importance of content marketing, and of its first cousin, social media, was front and center at this year's Custom Content Conference. Here are 8 great takeaways that I brought home with me from the conference: 1) Savvy small businesses can replace much, if not all of their traditional market... (more)

The Content Marketing Secret of Small Publishers

Content Marketing Journal When You Deliver Great Content and Control a Critical Buyer Database You Drive Sales Although they are in the advertising business, small publishing companies have never done much advertising for their magazines. The reasons were simple, but not necessarily obvious: They didn’t have to—and it wouldn’t work if they tried it. By emulating the best practices of small publishing companies, you can minimize traditional marketing costs, too. Believe it or not, it all comes back to content marketing.  Why publishers can market effectively without advertising Here is how publishers increase the likelihood that influential buyers will purchase advertising from them.  It couldn’t be simpler. Simply create an outstanding magazine filled with world-class content that provides thought leadership for their publication within their carefully targeted marke... (more)

Ulitzer vs. Ning - a Quick Review

Having used both sites for about two weeks, there is still a great deal I am learning to do with both Ulitzer and Ning, but a reader asked if I would do a quick comparison, so I will. The obvious point for me is that the sites have two different objectives for the writers.  For Ning, the writer is trying to be involved in a niche social network from scratch.  For example, I have built my own social network for marketers and salespeople called BuyerSteps.  I created BuyerSteps as a way for other professionals to join in a conversation around the 21st century buyer.  So, Ning represents a way to build a community. In the case of Ulitzer, as a writer I am focused on getting readers from within an existing audience.  There are already thousands of readers coming to the Ulitzer site, so if they are interested in my topics such as marketing, they will find my articles as ... (more)

Social Media Content Marketing Lists

This article is a roundup of assorted posts related to Content Marketing. ClickDocuments: Content Marketing Cheat Sheet 5 Ways to Distribute Your Content for Free How can distribute your content so that it won’t cost you anything at all? Joy Duling shares her ideas in 5 Ways to Distribute Your Content for Free. Lesson Find several ways of promoting your business by distributing your white papers on blogs, relevant social networking sites and online publications where your prospects and customers go for their informational needs. Article Marketing Bootcamp: 5 Tips for Creating Content Soni Pitts shares a list of inspirations and idea sparkers to help you build a large library of article marketing goodness. Article Marketing Bootcamp: 5 Tips for Creating Content. Lesson In your white papers, create Top Ten lists and check lists of information that your prospects and customers wil... (more)

Tips on Marketing White Papers

I have put together a list of lists on white papers. There is a treasure trove of information in these lists on how to write and market white papers. ClickDocuments: White Papers Cheat Sheet 3 Worthy White Paper Marketing Tips A white paper is not an ad. It is a great marketing tool that can deliver qualified leads. Michael Stelzner summarizes Larry Chase's ideas in his blog post Three Worthy White Paper Marketing Tips. 3 Ways to Make Sure Prospects Find Your White Papers How do you maximize the visibility of your white papers? Stephanie Tilton shares three proven steps you can take to increase the likelihood that prospects will find and read your papers in her blog post 3 Ways to Make Sure Prospects Find Your White Papers. 4 Ways to Make PDFs Search Engine Friendly A properly formatted PDF file can actually come up very high on search engine results and translate into mo... (more)

Will Social Media and Ulitzer Replace Traditional Media Sooner Than Later?

M&A activity slowed significantly throughout the Information Industry in the 1st Half of 2009, as the total number of announced transactions fell by 29% and aggregate value dropped by 45%, compared with the same period in 2008. These trends indicate that while desire to do deals has been tempered, it does exist; but focus has shifted to smaller, strategic transactions. Although activity declined across the board, the hardest hit segment by far was News Media. Transaction volume in that segment fell by 70% from 68 deals in the 1st half of 2008 to 22 deals in the same period of 2009. It should be noted that while enterprise value multiples appear to have declined dramatically in the 1st Half of 2009, this is largely attributable to sales of distressed properties taking an increased share of activity. Removing this class of transactions from the picture reveals considerabl... (more)