Strip Off, Jump In, Splash Out – How to Swim in Content Marketing Waters
Everybody’s doing content marketing well – except publishers, who too often confuse it with marketing content. Charlie Rapple shares thoughts on getting it right.
Maximizing the Impact of Research – An Interview with Deborah Hardoon of Oxfam
Demonstrating the value of scholarly research is increasingly critical to academic success. This interview with Oxfam’s Deborah Hardoon shows that there’s much we can learn from organizations outside of academia about maximizing research impact .
The New Cluetrain — A Barometer for What Has Changed in the Last 15 Years
Fifteen years later, the authors of the “Cluetrain Manifesto” attempt a relevant update, with 112 new “clues.” Yet, they miss the biggest clue of all — the Internet is no longer sacred and its users know it.
Stick to Your Ribs: Back to School: Rethinking the Textbook
Revisiting Joe Esposito’s 2011 post on the challenges and the strategies for moving textbooks into the digital era.
Identity Crisis — Does Print Need to Die for Online to Flourish?
The bias against printing has a technological basis and some business rationale, but are we underserving our role as “content marketers” by shutting down this option out of hand?
Driving Altmetrics Performance Through Marketing — A New Differentiator for Scholarly Journals?
Does the rise of altmetrics mean a shift in the journal publishing landscape where marketing and publicity efforts surrounding articles take precedence?
Webinars, Webinars, Webinars — How Do We Evaluate This New and Increasingly Pervasive Option?
Webinars can serve many roles — B2B, B2C, promotion, education. As they proliferate, the special mix of work and benefit webinars represent will come under scrutiny, and your ability to plan well to grow in this area may be tested.
Putting Freemium Marketing into Context
This is a slide presentation on freemium marketing, which was delivered at the 2013 SSP conference. The key argument is that freemium marketing is a form of product sampling, which must be integrated into the overall marketing plan.
Scholarly Kitchen Podcast: Tim O'Reilly on Building a Business and the Scholarly Publishing Scene
In this special SSP Annual Meeting edition of the Scholarly Kitchen podcast, Stewart Wills sits down with Tim O’Reilly of O’Reilly Media — and keynote speaker — to discuss favorite books, creating value, and the importance of diversifying your business.
"By Scientists, For Scientists" — Deconstructing a Misguided, Misleading, and Thoughtless Cliché
A common marketing cliche turns out to be empty of anything but rhetorical power when examined more carefully.
Six Mistakes Your Sales Reps Are Making
While your sales reps are doing a great job overall, here are six mistakes that can creep into their interactions with buyers.
Welcome Our Newest Chef, Alice Meadows
I’m pleased to welcome our newest Chef, Alice Meadows of Wiley. Alice heads up Wiley’s society relations team, supporting more than 800 scholarly and STM organizations for which Wiley publishes. She has a marketing background, and founded a small business […]
Back to School: Rethinking the Textbook
There are many new companies seeking to disrupt the college textbook model. Here is a taxonomy of the strategies, with some comments on the likelihood of their being adopted.
Stick to Your Ribs: Can the Creativity of Social Persuasion Cure "Corporate Asperger's Syndrome"?
This week, we revisit the power of persuasion, and wonder out loud if perhaps publishers suffer from traits that hold back engagement.
UniPHY Promotional Video — And Who Said Scholarly Publishers Weren't Creative?
A clever marketing video from the American Institute of Physics and their UniPHY initiative.