Posts Tagged ‘content marketing’

Digital revolution in publishing and media: what’s changed and predictions for next decade

Saturday, October 6th, 2018
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How publishing has changed in the last decade! Back in 2008 digital basically meant websites, unwieldy content driven projects with a vaguely planned advertising revenue model.  They were considered a distraction from the main business which was print publications, sold on the newsstand or delivered by Royal Mail.

Prompted by a somewhat unexpected 10 year anniversary for my digital media consultancy business, Penmaen Media, I thought I’d have a stab at summing up the main changes in the last decade. And, more dangerously, venture to predict what media might look like in 2028. (more…)

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Posted in advertising, b2b, business strategy, consumer, content, marketing, subscriptions, technology

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How nurturing community and authentic content build value

Thursday, September 20th, 2018
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Digital publishing event

Why do publishers see print and digital content as being in competition? Maybe you need to think of them as simply complementary ways of engaging your audience and building your brand.

A digital publishing mini conference at WeWork Shoreditch run by WordPress agency 93digital and content recommendation engine Bibblio prompted me to think about how to build a valuable media brand. Speakers included membership association website Physics World, start up travel publisher Suitcase Media and offline subscription book club Reading in Heels. All agreed on these principles for publishing success… (more…)

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Posted in business strategy, content, marketing

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Will publishers still provide value to advertisers in future?

Wednesday, May 16th, 2018
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How will publishers provide value to advertisers in future?

As B2B marketing becomes more targeted, and marketers focus on creating their own content and generating and nurturing leads, do they really need traditional media brands? What exactly is the role that a publication plays for marketers and advertisers, whether in print, digital or live formats?

At the Marketing in Maritime conference last month I chaired a panel of established print and start-up digital media owners, plus a major advertiser to explore this issue. The conversation raised some interesting questions for both B2B media owners and B2B marketers about how they can work together which I believe are applicable to all markets. These were the main themes:

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Posted in b2b, marketing, news

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Navigating the future of B2B Media: 10 practical strategies

Thursday, January 4th, 2018
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Business to business media is in a state of flux, with subscribers and advertisers’ own businesses changing fast thanks to technology and internationalisation. The organisations formerly known as B2B publishers are having to reinvent themselves as information services, networking facilitators, lead generators and marketing solutions consultants.

Where are the nuggets of future value in this more complex environment for B2B media? How should publishing leaders be evolving their brands?

Over this year I’ve been working with several B2B publishers on aspects of their digital strategy, and also interviewed ten B2B leaders as part of a research project for Merit Group. This article summarises my observations on how to create long term value in B2B media. (more…)

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Posted in b2b, business strategy, content, events, people and culture, technology

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Sponsored content: how publishers can deliver value to advertisers

Tuesday, June 13th, 2017
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Sponsored content IA Schroder

Display advertising is declining, and advertisers are focussed on creating content.  So for media and publishing businesses to thrive, they need to collaborate with their ad clients to create and promote sponsored content.

How are clients marketing plans shifting in specialist markets, and how can publishers deliver greater value?

Based on recent conversations with niche publishers and their advertisers, here’s my summary of what clients are looking for and how publishers should respond.

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Posted in advertising, b2b, business strategy, consumer, content

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B2B Media Strategies – 12 principles for digital transformation

Friday, December 11th, 2015
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How can you transform a traditional B2B print publisher into a digital-first professional information provider? I chaired the B2B Media Strategies event in London on 9 December, where the speakers – from Penton, Bonnier, Centaur and IDG had very impressive stories to tell, shifting the balance of revenues significantly from print to digital.

 

So what have these companies learnt about digital transformation – and how can other B2B publishers apply these lessons? Here’s my take on 12 principles for reinventing your B2B media business. (more…)

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Posted in advertising, agile publisher, b2b, business strategy, content, events, marketing

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Does Facebook instant articles risk undermining publisher digital model?

Monday, May 18th, 2015
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Big online publishers like the Guardian, BBC, the New York Times and National Geographic have recently announced that they will be publishing content directly onto Facebook, so users don’t need to click a link to go to a separate website when a friend shares a headline – they can read the full article within the Facebook mobile app.

Now this seems like quite a small step, solving a user journey problem – having to wait for a second site to load when following a link from a friend.  But could it have longer-term repercussions for the currently accepted publisher model? (more…)

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Posted in advertising, agile publisher, b2b, business strategy, consumer, content, marketing, news

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10 ideas for next generation B2B media

Tuesday, October 28th, 2014
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B2B media were first into the digital melting pot, and are now emerging with some inventive new business models.  I picked up some interesting ideas and practical tips from the Business Media Insights conference last week. Here are ten of the best insights from the day – applicable I believe to a wide range of markets… (more…)

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Posted in advertising, b2b, business strategy, content, marketing, news

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How the advertising market is changing forever and why publishers should care

Tuesday, September 23rd, 2014
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There’s a revolution going on in global advertising, and its effects will be felt even in formerly protected media niches.  Here are the headlines and also what I think publishers should do about it.

In just a couple of years, online advertising will contribute 27% of total global spend, surpassing print at 20% and getting closer to TV at 39%.  Mobile is fuelling this shift, with consumers in Asia, LatAm and Africa bypassing fixed internet, and accessing the web largely through smartphones.  By 2016 mobile web access will surpass fixed broadband worldwide.

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Posted in advertising, b2b, business strategy, consumer

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