February Tweets: B2B E-News Keeps Up Bad Habits
The past month’s tweets from Editorial Solutions, Inc., include an early finding from its just-launched 10th annual e-news study. B2B online news suffers from two widespread problems: A shortage of instructive news stories and the overuse of vendor-sourced content. (Actually, the biggest stumbling block for the ESI study so far is the number of B2B news sites unworthy of further review. In several cases, the so-called news presented comprises nothing more than barely disguised advertising.)
The term instructive news refers to content from which readers can draw helpful information. Often falling short in this respect are personnel announcements. They devote too much detail to the personal background of the subjects and not enough to accomplishments with industry impact. This shortcoming becomes most prominent when the article in question is a minimal rewrite of a press release.
Also included in this summary of February tweets: using more creative personnel screening questionnaires, terrific discount on B2B management book, how to improve end-user coverage, and the need to stop using “said in a statement” language in news articles.
Remember, if you like what you see here, be sure to follow ESI’s Howard Rauch on Twitter.
Next time before hiring entry level staff create your own screening test. What happens is the usual true/false or similar aid becomes an informative document where applicant receives useful input about the job.
— Howard Rauch (@fogindex8) February 25, 2022
Incredible discount promotion of my book — Get Serious About Editorial Management — continues at its lowest price yet. Check out offer details at Amazon site. https://t.co/CG54Eb8lFx
— Howard Rauch (@fogindex8) February 24, 2022
Best way for B2B e-news editors to improve end-user connections & good quotes is to assign at least one designated staff member to focus on this project. Writer chosen for the job must be senior associate or higher.
— Howard Rauch (@fogindex8) February 22, 2022
When reviewing entries for my 10th annual B2B e-news study, I’ll be looking out for entries reflecting effort to deliver instructive content. Doing this well may offer competitive edge to spring on lagging competition!!
— Howard Rauch (@fogindex8) February 8, 2022
Please avoid using “said in a statement” in posted articles. While an accurate form of attribution, it suggests no face-to-face interview between writer and source. Instead quotes used came from PR release.
— Howard Rauch (@fogindex8) February 4, 2022
January Tweet Summary: B2B Editors Struggle to Maintain E-news Quality https://t.co/4zm2KIVtPR
— Howard Rauch (@fogindex8) February 1, 2022