You may have noticed a recent increase in media coverage featuring Business.com. This coverage is really the culmination of the work we’ve been doing over the last 2 years building the next generation of Business.com. When we started this process we began with two fundamental theories:
- We believe that business people today are far more interested in learning how to do something than in simply reading about something.
- We believe that by building a publishing business on modern data platforms and advertising technology you can deliver high quality brand engagement and demand generation for advertisers and not have to sacrifice quality for scale.
Related Bog Post: Company Culture That's to Die For
We built the new Business.com to serve executives in growing companies, by providing them the knowledge, products and services they need to run and grow their companies and careers. This is an entirely new type of business resource however.
We now have more than 300 Market Experts who write in six major categories of interest to our audience, providing practical, actionable and inspirational content and information.
We also integrate state-of-the-art technology, from our own data management platform to over a dozen data and ad technologies that provide a better experience for our audience and advanced performance marketing capabilities for our advertisers.
The recent press we’ve received provides in-depth perspectives on our strategy.
via SIIA blog
The session I spoke at during the recent ABM-ISSA Conference on “How Data and Algorithms are Changing B2B Media and Marketing” explained how we’ve used advanced technology and best practices to better serve our audiences and advertisers.
Their follow-up blog post on the session shared the five market shifts that are pinnacle to our approach:
- From wanting to know about something to wanting to know how to do something.
- From wanting to hear more from journalists to wanting to hear more from practitioners.
- From headlines to trend lines
- From content-centric to data-centric, and how customers want it delivered.
- From linking to sharing.
Related Article: Content Marketing as a Platform [Data Report]
via Ad Age
The Ad Age interview on “How Data is Changing Publishing” highlights the market transition that publishing is going through and how leading digital publishers are leading the charge. Our ongoing engagement with our audience provides us a tremendous amount of data and insights into various segments of US business.
The main lessons that we’ve learned as publishing shifts are that you really have to get serious about data and algorithms, the need for high discoverability today, the necessity of a scalable content model, and lastly, having brand trust on both the audience and the advertising side.
On a recent trip to San Francisco, I had the pleasure of sitting down with local Fox affiliate KTTV Fox News in San Francisco. In the interview, I discussed the findings of our recent State of Small Business 2015 report, which benchmarked the trends we’re seeing in small business in America. It’s an exciting time to be an entrepreneur with many industries taking off and thriving, and the economy is seeing a visible lift due to the activity.
We’re excited to see the response we’re receiving from the media. We’re even more excited to see the response and engagement we’re seeing from our audiences and advertising customers. We’ll continue to share our progress as we go along and hope you’ll do the same with us.