Editorial Solutions, Inc.


Five reasons why B2B star-quality e-news remains elusive
by Howard Rauch, president, Editorial Solutions, Inc.

Ability to maintain highest editorial quality remains a challenge for even the most astute e-news
editors. My sixth annual e-news study summary -- posted earlier this year -- reflects five reasons
why star-quality news content remains elusive. As an aid to members of my LinkedIn group site --
Editorial Solutions Performance Insider -- I posted a five-part discussion designed to alert group
members concerning how to recognize and avoid possible e-news shortfalls. Allowing these
shortfalls to exist clearly works against you during competitive analysis evaluation. Installment
headlines -- posted below -- reflect the discussion series scope:

(1) Exclusivity vs. duplication -- which description best fits your e-news delivery?

(2) Can you prove your edge exists when it comes to delivering editorial enterprise?

(3) Any way it's measured, end-user direct quote presence at most sites is insufficient

(4) No excuses for less than maximum delivery of three basic article components

(5) Study of top performers confirms key stumbling blocks. (This concluding installment reviews key
findings of my recent B2B e-news delivery study. New this year: statistics reflecting inability to
deliver a continuous flow of high-enterprise content).

Performer Insider membership is open to experienced B2B editorial managers. Another equally
high-value discussion series aimed to define commitment to editorial excellence. Installment
headlines appear below:

(1) Even in the smallest B2B firm, continuous training is possible

(2) Without regularly-published research, any claim of superiority lacks merit

(3) Include challenging exercises during in-house workshops. When applicable, require completion
of a homework assignment

(4) Create self-scoring profiles for use as exercises during in-house workshops

As a follow-up to the above series, I added a discussion specifically for larger operations
describing the value of "floater" training programs. Another series now in progress revisits how to
recognize and deal with editorial burnout.