{"id":8730,"date":"2012-03-14T23:05:28","date_gmt":"2012-03-14T23:05:28","guid":{"rendered":"https:\/\/collectivecontent.agency\/?p=355"},"modified":"2022-05-11T15:02:29","modified_gmt":"2022-05-11T15:02:29","slug":"content-always-core-some-quick-aopb2b-thoughts","status":"publish","type":"post","link":"https:\/\/collectivecontent.agency\/2012\/03\/14\/content-always-core-some-quick-aopb2b-thoughts\/","title":{"rendered":"Content always core \u2013 some quick #aopb2b thoughts"},"content":{"rendered":"<p>Today I attended the first event from the Association of Online Publishers (AOP) aimed only at those in B2B media. (You can still check out the #aopb2b hashtag on Twitter.) Call me biased but out of several big themes one stood out.<\/p>\n<p>Some great speakers, publishers, agency heads and one mega-brand, IBM (whose Caroline Taylor \/ @green_goddess was super-interesting \u2013 \u201cbusiness-to-person\u201d publishing instead of B2B or B2C, anyone?) spoke about lots of cool stuff, though I\u2019ll quickly single out:<\/p>\n<ul>\n<li>\u2018Hits\u2019 standing for \u201cHow idiots track success\u201d (Incisive\u2019s Tim Weller)<\/li>\n<li>Everyone up to the CEO having to live and breathe social media \u2013 \u201cYou can\u2019t delegate it. You have to immerse yourself\u201d (IDG\u2019s Bob Carrigan)<\/li>\n<li>The need to make smart decisions based on data \u2013 which you can do only if you\u2019ve captured <em>who<\/em> is reading\/viewing as well as how many.<\/li>\n<li>The blurring of client\/agency\/publisher roles (according to just about anyone from a media agency and plenty others besides).<\/li>\n<\/ul>\n<p>But as a panel featuring agency heads from Banner, Just International and Mindshare concluded, virtually any interaction with a consumer of information (reader, viewer, event attendee \u2013 whatever) comes back to the need for compelling content.<\/p>\n<p>I moderated a session around virtual events \u2013 which, by the way, it turns out are usually a good thing for a company\u2019s physical events too \u2013 and even there the upshot was that we should think less about one-off events and more about ongoing environments, kept fresh with new content. (So we get not-quite-there-yet terminology such as \u2018knowledge centres\u2019 and \u2018hubs\u2019.)<\/p>\n<p>I said I was biased because Collective Content comes from a position of long understanding the power of great content. Only now it can be produced by brands, agencies and even individuals, bypassing traditional media channels.<\/p>\n<p>It\u2019s not particularly easy to do that well \u2013 so long live a lot of established media, where engagement with intended audience is usually higher \u2013 but it is increasingly happening.<\/p>\n<p>I\u2019m looking forward to the next one of these events.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today I attended the first event from the Association of Online Publishers (AOP) aimed only at those in B2B media. (You can still check out the #aopb2b hashtag on Twitter.)&hellip;<\/p>\n","protected":false},"author":2,"featured_media":9586,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[18,33],"tags":[62,9,127,79,128,36,129,130,20],"coauthors":[],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/posts\/8730"}],"collection":[{"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/comments?post=8730"}],"version-history":[{"count":0,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/posts\/8730\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/media\/9586"}],"wp:attachment":[{"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/media?parent=8730"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/categories?post=8730"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/tags?post=8730"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/coauthors?post=8730"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}