New Media and Content-Marketing Collide

An increasing share of content on technology-media sites is either produced by technology vendors (e.g., white papers) or produced at their behest (e.g., some webinars and mini-sites). 

Some of this “vendor content” (as distinct from user-generated content) is excellent.  Some is not. 

But the question is, why is so much of it appearing on media sites rather than just on the corporate sites of the vendors?  There are many possible explanations but, after some careful examination, most of those explanations seem peripheral to the deeper causes.

The link below points to my presentation on the topic last year.

The deck closes with a discussion of how editors and journalists might develop strategies to respond to these changes.


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