i think every technology marketer should read Jim Turley’s excellent article Consider the Source. It’s the best analysis of the impact of the growth of owned media on your customers (whether you are in the electronic components sector or any other B2B technology market). As marketers there is only one conclusion that can be drawn: owned media, whether it’s a company blog, another publication or a content marketing campaign, needs credibility to succeed. Trade press works because there is some element of trust in the independence and quality of the content. The media landscape is changing, with owned media taking a larger share of the pie, but if the filter that readers apply to your content by “considering the source” is too strong companies will soon find that the control over content doesn’t necessarily equate to influence over customers’ views, perceptions and preferences.