Newsletter

Think Outside Your Brand to Boost Your Online Profile

Pulizzi, Joe

2010

Overview

We've all heard the tough times online publishers such as Yahoo! and AOL have been going through. But what most people don't know is that the saving grace of these companies may be that they have purchased and partnered with niche sites around the world. For example, AOL owns the popular niche site Engadget, as well as the tech site, Switched. Yahoo! just strengthened their freelancer pool by 380,000 by purchasing Associated Content. These sites are driving the future of both companies, and are exactly the strategy that can move you forward, as well. Dan McCarthy, CEO of NCI, recently spoke at the Niche Magazine Conference about the changing nature of the editorial process. The classic editorial process garnered us one, maybe two stories. Today, one story equals 30 pieces of content--often five to six pieces of content per day in the form of tweets, Facebook updates and more. There's no doubt that the content creation process starts online. Print is an important, but secondary, output. For years, we've had amazing marketing assets within our companies and we've ignored them. For most b2b publishers, our employees are the core of our brands. But most publishers leave their talent hidden under rocks.

• Publisher: Access Intelligence, LLC,Access Intelligence LLC
• Subject: Blogs / Business to business commerce / Business-to-business advertising / Employees / Industry forecasts / Internet / Management / Market strategy / Marketing / Methods / Publishing industry / Social networks / Technology application / Websites