Getting a vision for content strategy
The vision of the market most companies have is akin to a many walking toward a cliff holding a full-length mirror in front of them. Everything looks great until they run out of land. I got some interesting feedback on my post regarding UBM’s #EELive event both negative and positive reactions. I said I would have more to say on this and here it is. It’s not UBM’s fault if your industry conference goes bad. It’s yours. UBM fought the good fight to deliver to B2B industry what it needed, which was an independent source of news and analysis for many years. About five years ago, it decided to give their customers what they demanded, which was a place to repeat the same marketing collateral they send out to their customers, both on line and in person. UBM found this a much more profitable business as they saw their marketing services eclipse editorial in revenue. Today, editorial brings in about 7 percent of the total revenue and trade shows generate a w...