Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

It’s trying to recruit the best students and faculty for its MBA program. Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation. Some B2B marketers have gone that. Here are three I think are worth emulating. CMO.com.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

sweated every one of the 450 words I was allocated each month and still think it was some of my best writing of the past six years. I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. My association with BtoB began as a happy accident. BtoB is a victim of those same forces.

BtoB 100

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

Ask for a blog entry on what they like best about sales, why they came to work for your company or 10 reasons to love the local football team. One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. think they’re worth sharing. Information is competitive advantage in sales. Lemons into Lemonade.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

Conversely, the owner of the Best Western Premier Marlemont can cut the advertising and direct mail budget because customers are doing a better job of promoting the hotel than any marketing could do. Scott Wright is the general manager of the Wyndham Wingate Hotel in Erlanger, KY, and in a 15-minute ride to the airport yesterday morning he taught me something about the future of business.

Content Methodology: A Best Practices Report

Methodology: A Best. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. MICHAEL MARGOLIS 4Content Methodology: A Best Practices Report Create the most effective. Definition optimizeconnectcreate 5Content Methodology: A Best Practices Report II. 6Content Methodology: A Best Practices Report II. Content. Definition II.

What Makes a Good B2B Online Video

Paul Gillin

Now the technology to make good quality video has become affordable to nearly everyone. A lot of professional videographers have developed the skills they need for fast and high-quality online production and people are learning some basic best practices: Have a story to tell and a script to work from. What companies have succeeded/failed at using videos for B2B marketing? Keep it brief.

Video 87

Who Should I Interview at White House Correspondents’ Events?

Paul Gillin

Dan Stevens (left) – English Actor best known as “Cousin Matthew” in Downton Abbey. Fred Armisen – Actor/comedian best known for Saturday Night Live & Portlandia. Jeremy Renner – Actor best known for The Hurt Locker, Bourne Identity, the Avengers. Kathleen Turner (left) - Actress/Activist, best known for Body Heat, Romancing the Stone.

What You Probably Didn’t Know About Editors

Paul Gillin

The best editors have spent years in the field with their constituents and continue to speak to them every day. This morning I spent 45 minutes cutting an article by a technology marketer by one-third. When I finished, the piece was better than when I started. And that made me happy. love editing, and I’m not ashamed to admit it. The solution is better editing. Editors take words out. Wrong.

Cool & Useful Sites for the Holidays

Paul Gillin

With a well-designed, streamlined interface and smart use of filters, Hipmunk makes it easy to find the right flight or the best hotel. The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like Yap.tv, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. 1.  Skype . Google+ Hangouts. Crackle. Turntable.fm. Turntable.fm

Sites 93

Study: How Much of Your Content Marketing Is Effective?

idea that marketers are still searching for the best way to link their. to create content are beginning to learn how to best spend their sacred budgets. likely need some of the resources afforded to those best-in-class brands—a stable supply of time, money, and analytics that take the guesswork out of their jobs. Copyright © 2015 Contently. All rights reserved. content. 68% 16.7%

How to Promote an Event with Social Media

Paul Gillin

As a frequent speaker at events of all sizes, I’ve had a chance to observe some of the best practices conference organizers used to promote their events through social media. Your speakers and fellow organizers are your best sources of social media promotion. Content from past events is your best promotion for future events. Events of all sizes. AcmeForums). AcmeForum ).

Measuring the Immeasurable

Paul Gillin

Most experts I’ve spoken to on this topic say that sentiment analysis tools are at best 70% accurate. My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. it also got me several e-mails from companies that claim to have built a better mousetrap than Klout. Sentiment analysis is devilishly difficult to get right, however.

Five Tips to Make Your Writing Sparkle

Paul Gillin

It’s the single best piece of writing advice I’ve ever had. In writing The Joy of Geocaching with Dana two years ago, I had the chance to use one of the best opening sentence I’ve ever written: “In early 2003 Ed Manley decided to kill himself.&#. We write best about topics that stir our passion. Write in Pictures. Human beings think visually. Get angry.

How Much Should You Pay For Content?

Paul Gillin

In the computer industry, which is what I know best, $1 to $1.50 is the going per-word rate for marketing-commissioned pieces these days. Paying within two weeks, rather than the corporate-mandated 60 days, will make you their best friend. My advice: don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business.

BtoB 88

Staffing and Launching Your Content Marketing Program

from the best practices we learned from our own. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 A clear sense of identity is what categorizes the best. The late, great David Carr put it best when he said, “Creating. we’ve found putting our readers first is the best way to. ROI Best practices for tying content to business results. All rights reserved. So was I.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

Be sure to check out the links to some of the year’s best B2B videos on slide 37. Earnest is a U.K.-based based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” ” Its work certainly bears out that goal. Earnest’s B2B campaigns have a lot of B2C energy inside them. Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. B2B Content Marketing Research Social Media

Stats 60

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

The best way to provoke discussion on LinkedIn is to ask questions. The Sales Best Practices group on LinkedIn has a different membership than the Construction Professionals group. Here are a couple from the Sales Best Practices group: Eat that Frog! If it’s your job to eat a frog, it’s best to do it first thing in the morning. And If it’s your job to eat two frogs, it’s best to eat the biggest one first. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. link]. 2.

The Other Social Network

Paul Gillin

Someone asked the Sales Best Practices group a couple of months ago “ What is YOUR Best Sales Advice — 20 words or less.&# It has 532 responses. Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. This is the ideal B2B environment. And they’re busy.

Social Marketing Hangover

Paul Gillin

In many cases, the best group to run social campaigns is the customer service organization because they already understand one-to-one relationships. Avaya’s Paul Dunay (left) said it best in a recent webcast. “We treat every customer as if he or she could bring down our company.” responded that no slight was intended. Blaming the Tools. Disillusionment is starting to set in.

Dwell 84

Content Marketing 2016: Staffing, Measurement, and Effectiveness

latest trends, and the ones with the best reputations. where to source the best freelancers. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III.

Best Gifts for Geeks: The Spiceworks List

Paul Gillin

As part of my work with IBM Midsize Business , I monitor and contribute to an active IT community called Spiceworks. This collection of hard-core geeks (1.8 million as of this writing) loves to get down and dirty about the day-to-day issues of managing infrastructure at small and midsize businesses, but they also like to have fun. There’s a curious fascination with bacon. Superheroes. For $9.75

List 52

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

You can find and engage with people on Twitter whom you could never reach by any other means, and it is arguably the world’s best source of breaking news. Users have adapted and modified this relatively simple publish-and-subscribe service in thousands of creative ways, making Twitter one of the best tools for finding out what’s going on now in a wide range of professional activities and leisure interests. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. Facebook & LinkedIn.

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

Rather, marketers will configure an email campaign and technology will determine the best time and day to deliver the message.” – Brian Neufeld  (l.). I was delighted when B2B Marketing Zone – a website and newsletter that I devour – asked me to be one of 25 contributors to its “ B2B Marketing Trends for 2016 ” e-book. picked a few quotes from the e-book that I really like.

B2B Blogging Gets Publishing Discipline

Paul Gillin

This is a great chance to take a snapshot of best practices in the field, and I was struck by this year’s entries in the corporate blog category. It’s clear to me that the best B2B companies are taking their blogging to the next level. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. 27 of the PDF).

Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY5 Matthews quickly convinced Marriott he was the best. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. brands.

Recommended Reading – 7/9/15

Paul Gillin

Million Tweets Say About the Best Time to Tweet – Buffer Social. People have been arguing about the best time to send tweets practically since the dawn of Twitter. The most popular time to tweet and the best times to tweet for engagement differ across time zones, so it’s still important to experiment. The best overall time to tweet is between noon and 1 PM.

How to Calculate Social Marketing ROI

Paul Gillin

The best way to select relevant metrics is to work backwards. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. My biggest concern is that these ideas are overly simplistic. They do assume that a company has a rich set of historical data to work with, which is often not the case. They include Indium Corp., EMC Corp. Of course not.

ROI 71

Sensible Talk About Social Media Measurement

Paul Gillin

The point isn’t for organizations to argue about tools but to figure out the best ways to measure success. The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can’t be quantified stubbornly persists. This is an important point because many of the tools Paine recommends work well in any medium. Volume 2.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

Patients will have greater certainty they’re getting the most effective treatment possible and the platform integrates expertise from the best health care providers in the nation. Michael J. Fox kicks off as guest speaker, telling about his diagnosis with Parkinson’s Disease at the age of 29 and how it sparked his interest in the Internet. Leverage skills and distribute workload.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Awareness outlines five priorities that companies should define in becoming a best-in-class social marketer: Measure and Grow Social Reach. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. These numbers may be of little value, but at least they’re understandable. Practice SEO.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

Now that we’ve looked at examples of Facebook best practices, what can we learn from them? The style that works best is relaxed, informal and a little edgy. The best welcome pages have lots of entry points and a vigorous, hip feel. In my work with B2B organizations, the question of how to use Facebook is invariably front and center. SAP plays inline videos. Takeaways.

Rules 55

The End of ‘Social Media’

Paul Gillin

The best book I’ve ever read on media transformation is The Chaos Scenario by Bob Garfield. This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. The problem with much of the discussion is that it’s been focused on tools, and tools are far less interesting than what people do with them. Stunning. Barnum, BTW).

How Twitter Amplifies a Customer Attack

Paul Gillin

Best Defense. The best defense against a Twitter attack is to listen. The following is an excerpt for the forthcoming book, Attack of the Customers: Why Critics Assault Brands Online and How to Avoid Becoming a Victim , by Paul Gillin and Greg Gianforte. The target publication date is late 2012. I’ll be posting a few excerpts here during the next few months and would appreciate your comments. We’ve all heard that a million monkeys banging on a million typewriters will eventually reproduce the entire works of Shakespeare. Now, thanks to the Internet, we know this is not true.

Content Marketing Playbook: Strategy and Roadmap

approach delivers the best results: Target a primary and. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in. conference.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

They feel the best way to be right is to demean people who disagree with them.” I happen to be one of the 14 people quoted in this Dell e-book,  Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge. For example: Several of these experts see a strong year for Google+, while most believe Facebook is in for slow growth or even decline. agree completely. The more I use G+, the more I like it. You #keyword #spammer #you.”