Category Archives: Content Syndication

NetLine Gives Prospects a Second Touch

February 4, 2008 – 9:22 pm

Competition in the content syndication marketplace is becoming so fierce that, as a demand generation vehicle, white paper syndication is in danger of becoming a commodity, a program that advertisers evaluate on price alone. If I can buy a lead from this vendor for $40, the argument goes, why would I pay another vendor $50? [...]

By Howard Sewell | Also posted in Campaign Strategy, E-mail, Lead Nurturing, media, Offer Strategy, White Papers | Comments (0)

Free Content Syndication – Is It Worth It?

January 29, 2008 – 5:22 pm

A client writes: “I’ve received e-mails in the last month from two vendors (online publishers) offering to post my white papers and other content on their site for free. What’s the catch? I can’t think of a legitimate reason to turn down the offer.” My response: “Have you heard the one about the free lunch? [...]

By Howard Sewell | Also posted in media, Offer Strategy, White Papers | Comments (1)

Push Your White Paper to Market with emedia

December 13, 2007 – 12:52 am

Here at CDI, we’re fierce proponents of “blended marketing”: the idea that every good marketing plan is a broad combination of tactics, vehicles, media, and vendors. Not only does this minimize risk (by limiting the exposure from any one lead source), it makes vendors work harder (more competition), you reach more prospects (by exposing your [...]

By Howard Sewell | Also posted in Campaign Strategy, media, Newsletter Ads, White Papers | Comments (0)

Measuring the ROI from Integrated Campaigns

November 28, 2007 – 9:31 pm

Interesting article (and not just because this writer is quoted heavily) in this month’s issue of the Demand Gen Report newsletter on the challenge of measuring ROI from integrated campaigns. Integrated, multi-channel campaigns are here to stay. Even something as simple as a content syndication program can involve a significant number of vendors, sites, tactics [...]

By Howard Sewell | Also posted in Campaign Measurement, Campaign Strategy, General, Lead Nurturing | Comments (0)

KnowledgeStorm, We Hardly Knew Ye

November 14, 2007 – 5:44 pm

November 7, 2007 – TechTarget acquires KnowledgeStorm (see press release). Not quite three years since they acquired Bitpipe, TechTarget has swallowed up another big competitor in the online advertising/content syndication marketplace. Confession: I never quite figured out KnowledgeStorm. They clearly were more than moderately successful in the marketplace (though I was surprised to read in [...]

By Howard Sewell | Also posted in media, White Papers | Comments (6)