Chris Koch

FEBRUARY 24, 2010

What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. Looking at social media in isolation distracts us from the real revolutionary trend, which is that marketing strategies need to shift to an emphasis on content and relationships. Tweet This Post.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

MARCH 12, 2010

Intimacy through content. We can do it with content. Social media reduces the incremental cost of content. Social media is a channel for raising the level of intimacy that we have with customers and prospects with that content. Most of this is content we were going to produce anyway. Unspoken intimacy.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

MAY 14, 2010

Ideas and content. We’re seeing a role that is sort of a director of ideas and content emerge. Tags: Marketing Strategy Social Media B2B marketing Business Customer Research IBM ITSMA Research marketing Marketing and Advertising Sandy Carter social media management social media strategy Subject matter expert Twitter.

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

JANUARY 22, 2010

Old beliefs about the relative value of earned media vs. advertising are all over the map—and probably need to be revised in the age of social media. Aside from the corporate, a blog is the mother ship of social media interaction and content. The PR cost is usually less and the value is usually larger, but by how much? startups.com).

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

OCTOBER 12, 2009

We’re all looking for the revolution to happen within the tools, but where the revolution is occurring is in the content that feeds those tools. Advertising-supported media is becoming an unsustainable business. Today’s real media revolution is in its destructive and chaotic period.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

MARCH 19, 2010

Social media are repositories for discussions and content on every possible topic. Social media is all about sharing—whether that be pointing to good content (yours and others’), or sharing expertise and experience. Managing the conversation gives us ways to stretch our content further. Gather research. Seed discussions.

Social Media 100

Social Media B2B Thought Leadership Peer-to-peer Media 100

Chris Koch

OCTOBER 6, 2009

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. By improve I mostly mean that we need to make the content more and more relevant to target buyers.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. By improve I mostly mean that we need to make the content more and more relevant to target buyers.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

MAY 21, 2010

I’m still looking to pin down incontrovertible evidence of this, but anecdotally I hear from people that when they get rid of qual forms for their content the amount of engagement increases exponentially. For Facebook, it’s personal information that advertisers can use to target us. come at a price. Viral vs. permission-based.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

APRIL 30, 2010

I’m sure that there will be opportunities and reasons for B2B to advertise on these things eventually, but that’s the easy part. We can’t simply create an application that links to static website content, for example. Mobile doesn’t magically make static content exciting. How do we compete?

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

NOVEMBER 13, 2009

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. And there’s good reason to be terrified.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. And there’s good reason to be terrified.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

SEPTEMBER 18, 2009

The recent growth of permission-based groups on these sites helps a little bit, but so much of what gets posted on group pages is noise—blatant advertising, desperate job seeking—that it can be difficult for marketers to cut through all that crap and establish trusting relationships based solely on being in the same group as someone else.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

The recent growth of permission-based groups on these sites helps a little bit, but so much of what gets posted on group pages is noise—blatant advertising, desperate job seeking—that it can be difficult for marketers to cut through all that crap and establish trusting relationships based solely on being in the same group as someone else.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

OCTOBER 7, 2011

They are more likely to encounter our content through search than through the social media channels themselves. 9 attributes of the best thought leadership content (christopherakoch.com). ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. What do you think? Related articles.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

OCTOBER 7, 2011

They are more likely to encounter our content through search than through the social media channels themselves. 9 attributes of the best thought leadership content (christopherakoch.com). ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. What do you think? Related articles.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

NOVEMBER 11, 2011

Unlike traditional taglines, which generally hang on the corners of websites like misplaced socks, with no discernible connection to anything around them, Smarter Planet is paired up with a lot of interesting thought leadership content that lines up with IBM’s business strategy—it’s a business theme rather than a tagline.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

NOVEMBER 11, 2011

Unlike traditional taglines, which generally hang on the corners of websites like misplaced socks, with no discernible connection to anything around them, Smarter Planet is paired up with a lot of interesting thought leadership content that lines up with IBM’s business strategy—it’s a business theme rather than a tagline.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

MARCH 25, 2011

Few go so far as to specify the number of ideas or idea-based content that these people are expected to produce each year, but they have made idea development a part of the yearly review discussion. I’m hearing B2B companies tell me that they are starting to make idea development part of the yearly goals of their subject matter experts.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

OCTOBER 1, 2010

Content is replacing salespeople in the earliest stages of the buying process. If buyers find your content you’re a step ahead. Content builds intimacy between the company and the prospect until you can put them in touch with a salesperson. Why should B2B companies try to be thought leaders in their industry? Like these answers?

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

AUGUST 3, 2010

We need to understand their experiences and offer content that fits their needs. Rarely do those links lead to paid content. Those who make their content freely available will have many more readers than those who don’t. Those who make their content freely available will have many more readers than those who don’t.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

AUGUST 3, 2010

Rarely do those links lead to paid content. Those who make their content freely available will have many more readers than those who don’t. Tags: Social Media B2B marketing Business Facebook Internet Marketing LinkedIn marketing Marketing and Advertising social media management Twitter. Besides, it makes us feel good.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

NOVEMBER 20, 2009

The pool of information they are sifting through contains an increasing amount of social media content. Trade magazines are imploding as marketers continue to pull out of print advertising. Meanwhile, revenues from online advertising are doing little to stanch the bleeding. The trade press is dying. Marketing factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100