Chris Koch

APRIL 10, 2014

I know what you’re thinking, “Oh here goes the burnt-out old journalist on a self-righteous rant about the sanctity of his beloved profession” (some prefer not to put journalism in the rarefied company of the medical or legal professions and therefore call it a trade; if you’d seen my SAT scores you’d probably agree). It’s marketing.

Brand Identity 100

Brand Identity Branding Intent Positioning 100

Chris Koch

SEPTEMBER 17, 2010

One of the reasons that companies used to like to advertise in publications like Fortune and BusinessWeek and in trade magazines like CIO was that they could associate their companies with the smart content that these publications produce. The best example of this that I can think of is IBM’s Smarter Planet.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

APRIL 10, 2009

This led to the explosion of the trade magazine industry during the 1960s-1980s. Even in industries with low information intensity in their products—coin-operation laundry franchises, for example—there was a trade magazine offering information about how to improve business practices.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

NOVEMBER 12, 2010

PR schedules interviews between the subject matter experts and the influencers and tries to influence the interaction to put the company and its offerings in the best light. The best way to get press and influencer attention these days is to write smart things that are easily discoverable. Encourage them to blog.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

AUGUST 16, 2011

The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good. We keep hearing that at some point web users may truly be able to stop you from learning anything about them.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good. We keep hearing that at some point web users may truly be able to stop you from learning anything about them.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

MARCH 12, 2010

We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches. I think so because social media is starting to give us a way to scale intimacy. We can do it with content. Social media reduces the incremental cost of content. Magazines have been doing it for years.

Social Media 100

Social Media Media Thought Leadership Work Management 100