Paul Gillin

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Not Dead Yet: Blogging’s Popularity Surges Among F500

Paul Gillin

What is surprising is the sudden popularity of corporate blogs. After stagnating at just above 20% for three years, use of corporate blogs has shot up to 34% of the Fortune 500 in the last two years. This comes just as many of the digerati are writing off blogs as yesterday’s news. blogging corporate Facebook Research Social Media social networks Charts.

3 Branded B2B News Services That Get It Right

Paul Gillin

Cisco does a lot of things well with social media, from its expansive blog network to its innovative newsroom, The Network. 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.

The Trouble with Klout

Paul Gillin

The fact that a single post on Shirky’s blog can draw more than 1,200 comments or that Andreessen’s occasional writings appear in The Wall Street Journal  is of no consequence. retweet, which is a one-button operation, is just as good as a thoughtful commentary on a blog. Estimating influence is a delicate balance of art and science. Beyond Followers. The Shirky Effect.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

In 2007 I remarked on how big brands were embracing blogging and YouTube , completely unaware of the impending arrival of social networks. In 2006 I wrote about Microsoft’s Port 25 blog , which invited its critics in the Linux community to heap abuse on it in a Microsoft-branded channel. My association with BtoB began as a happy accident. BtoB is a victim of those same forces.

BtoB 101

Content Methodology: A Best Practices Report

resources Blog, social, email Google Analytics, biannual. editor) Blog, social, email, paid distribution Google Analytics, engagement. managing editor) Create 2–4 pieces per month 2–4 pieces per week 1+ pieces per day Blog, social, email, paid. 2,500 Format Blog post. Blog post Longform. blog post Longform. blog post Longform. Content. Definition II.

Skepticism on Gallup’s Gloomy Social Media Assessment

Paul Gillin

The sound bite from this research is summed up in the title of the Gallup blog post: “ Americans Say Social Media Have Little Sway on Purchases.” Most people probably think of Facebook or Twitter, but not of blogs, customer review sites, video and other tools that also come under the social media umbrella. Sixty-two percent said social media has no influence at all. Related articles.

Stop Talking! I’m Trying to Listen!

Paul Gillin

Sections like, “Stop Blogging About Everything” and “Stop Lifecasting” drive home this point. blogging How to marketing Social Media social networks Tips Charlene Li David Spark ebook Giovanni Rodriguez Leo Laporte Stowe Boyd recommended setting up multiple Twitter accounts for different functions like customer service and marketing. Shhhhhh!

Media 69

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. Blogs may be declining in importance in the consumer realm as Facebook and Twitter grow in popularity, but they are still the most valued social platforms for B2B marketers as evidenced by recent research (see p. 27 of the PDF).

Measuring the Immeasurable

Paul Gillin

Posting a blog entry referencing someone else’s words is more involved than writing a comment. If I’m considering buying a Yamaha stereo and find a blog entry from someone who exhibits deep knowledge of the model I’m considering, that person may have a disproportionate influence on my decision, regardless of the number of followers or subscribers he has.

Content Marketing Playbook: Strategy and Roadmap

you Google it, you’ll find a thousand different blog posts. than thinking about it as a company blog. Its three robust blogs see 2 million. Our blog generated 2 million views. has built blogs with over 100,000 monthly readers for. problems through your content, you’re much more like- ly to get them to read your blog and pick up much more. Introduction 3 II.

How to Promote an Event with Social Media

Paul Gillin

Create a couple of short messages for Twitter and, a longer one for a blog or Facebook. Create an event badge (right) that speakers can embed in their blog sidebars or on their websites. Create an event blog. Post the podcasts on the conference blog and on a dedicated multimedia page on the conference website. Events of all sizes. AcmeForums). AcmeForum ). Do that.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

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. “I found out I was part of a community.” ” Web activism has enabled him to raise $270 million to battle Parkinson’s. Leverage skills and distribute workload. Improve forecasting effectiveness. Content.

Media 65

Peer Reviews With a Difference

Paul Gillin

An entry on the company blog says only that it is “customized for each search, and includes things like the number and quality of reviews, proximity to your search, and a social weighting.” A spokesman said the rating is a calculated from a combination of friends, location, rating and recency. People love online review sites even if they don’t always trust them. The Real Thing. rating.

How Much Should You Pay For Content?

Paul Gillin

Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. So if you’re going to create your own blogs, white papers, e-books and such, you should probably use professional communicators to help you do it. blogging Corporate Blog journalism mainstream media Social Media Tips

BtoB 75

Five Tips to Make Your Writing Sparkle

Paul Gillin

One of my favorite angry writers is the Baltimore Sun ‘s John McIntyre, whose You Don’t Say blog should be in every writer’s RSS feed. blogging journalism marketing Social Media TipsNow that we’re all publishers, writing has become a core skill for marketers. Write in Pictures. It’s the single best piece of writing advice I’ve ever had. Get angry.

Evangelizing a Content Marketing Program

So, naturally, she want- ed Marriott to have a blog, and she wanted Bill Marriott. read a blog from me?” blog post at a time. Marriott’s efforts started with weekly blogs. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. Introduction 4 II.

The Other Social Network

Paul Gillin

If the technical gurus in your organization are intimidated by the prospect of blogging, urge them to instead answer five questions per week. Cross-post new entries from the company blog or new presentations on SlideShare to appropriate groups of which you’re a member. Have you checked out LinkedIn lately? This is the ideal B2B environment. And they’re busy. Choose Open Groups.

Live Blog: How to Make Collaboration Cook

Paul Gillin

The company already had a mix of stand-alone blogs, forums and wikis that had sprung up to address specific problems, but there was no integration between them. Community managers made it a point to emphasize the value of sharing, whether through blogs, forum posts or just bookmarks. The start with knowing what you want to accomplish. Speak in terms that make business sense.

Wiki 52

Tips for Building a Quality Twitter Following

Paul Gillin

make it easy to post tweets to interesting information I find. I use to automatically post links to new entries on my blogs. I breached the 10,000-follower mark on Twitter yesterday. marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it. have never played games to run up my follower count and I only tweet about stuff that interests me. The Road to 10K. That’s about it.

I’ve Been Writing A Lot Lately, Just Not Here

Paul Gillin

I only update this blog occasionally because most of my writing these days appears on other people’s websites. But my blog is still my home base. Social is the Future of Search (Profitecture Blog). Rewarding Bad Behavior ( Godfrey Blog). Five Important Differences Between Paid and Earned Media (Profitecture Blog). Photo credit: Scott Beale).

Study: How Much of Your Content Marketing Is Effective?

For example, Thea Oliver, communications manager at Thrive, said her biggest content failure last year was pushing “guest blogs. produced blog posts this year due to lack of budget and time, and. early days of content marketing as a one-click solution to popu- lating corporate blogs and as a hack for boosting search rankings. Copyright © 2015 Contently. All rights reserved.

My New Book, ‘Attack of the Customers,’ is now available

Paul Gillin

Several of the case studies in New Influencers  involved customer attacks in the days when blogs were about all people had to work with. Today, An idea I’ve been kicking around for a couple of years became a formal book project in January. Eleven months later,  Attack of the Customers  on sale on Amazon ! Farming Out Customer Care. Goodbye to all that, and good riddance.

How B2B and B2C Marketing Are Different

Paul Gillin

We’ve attended scores of conferences over the last few years and heard lots of wonderful stories about how to use everything from blogs to video games to sell blue jeans, potato chips and fine wine. My fourth book, Social Marketing to the Business Customer ,  came out this week. Invariably, someone stands up and asks, “What does this mean to me as a B2B marketer?&#. Read it!

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Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

It turns out you can say more in 140 characters than you may think, and Twitter’s forced brevity actually encourages people to share information they wouldn’t communicate through long-form media like blogs or even e-mail. I prepared summaries for my upcoming Search & Social Double Whammy seminar on May 2 in Burlington, MA describing the “big three” social networks: Facebook, LinkedIn and Twitter. 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.

What You Probably Didn’t Know About Editors

Paul Gillin

Today they are more needed than ever. I sat down to write this essay after reading Alexandra Samuel’s eloquent post on the HBR blog network. Content Marketing journalism marketing Alexandra Samuel Bill Blundell editing HBR blog network wall street journal This morning I spent 45 minutes cutting an article by a technology marketer by one-third. And that made me happy. Wrong.

Staffing and Launching Your Content Marketing Program

blog came from posts that were more than a month. That entire team could stop blogging for a whole. work needed,” he wrote in a blog post. As venture capitalist and content market- ing expert Tomasz Tunguz recently wrote on his blog, “Content is one of the few forms of marketing that has. instance, found that the average post on his blog. All rights reserved.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

created a constellation of technical blogs written primarily by its engineers, with each blog title optimized for a desired keyword set. Indium uses the blogs to provide those solutions and also to capture contact information for sales purposes. A journalist contacted me with some questions about social media marketing that I hear quite often. thought I’d share my responses here. These These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should  do, and explain why they’re important. 1. Indium Corp.

Recommended Reading – 7/9/15

Paul Gillin

The Ultimate Guide to Writing Comments That Open Doors with Popular Bloggers – Boost Blog Traffic. Commenting on popular blogs is a great way to catch the eye of influential people, but what makes for a great comment? Kevin Duncan must know a little about this topic because his post on Boost Blog Traffic drew 275 comments of its own! What 4.8 Read the post for 10 more.  .

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

Paul Gillin

In a survey of marketers conducted by BtoB magazine last year , Facebook was ranked last in usefulness among the top five social networks, trailing blogs, LinkedIn, YouTube and Twitter, in that order. In my work with B2B organizations, the question of how to use Facebook is invariably front and center. Let’s look at some examples of what they do well. SAP plays inline videos. Respond.

Rules 56

How Twitter Amplifies a Customer Attack

Paul Gillin

Attackers are more likely to post their gripes on a blog or Facebook and use Twitter to extend their reach. This makes Twitter a rapid vehicle for spreading long-form content like videos and blogs. If the problem is systemic (such as an outage or recall), create a Web page or blog post with details about the situation. 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. Now, thanks to the Internet, we know this is not true. Order From Chaos.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Groupon Digs the Hole Deeper

Paul Gillin

As of this writing, there are more than 300 comments on the blog entry CEO Andrew Mason posted just before the ads debuted, the vast majority of them critical. The Groupon ads, which were intended to be parodies, used celebrities to stage mock public service announcements that ended in pitches for Groupon’s coupon service. Andrew, you set a high-water mark for offensiveness.

How to Calculate Social Marketing ROI

Paul Gillin

whose blog-driven search strategy yielded a six-fold increase in leads in just one quarter, and Clickable , whose Gurus drove a 400% one-year growth in billings. In the example below, lead activity appears to correlate positively with traffic to a company blog. Let’s look at one more example in which we use a blog for lead generation. They include Indium Corp., EMC Corp. 1900%.

ROI 57

Sensible Talk About Social Media Measurement

Paul Gillin

In fact, one of her favorite measurement tools – the Grunig Relationship Survey  - was invented in the days before blogs and Twitter, but is every bit as useful today as it was a decade ago. The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can’t be quantified stubbornly persists. Volume 2. highly recommend it.

Gordon Gekko is So Last Century

Paul Gillin

Just like they did with e-mail and the Internet, Eighty-two percent of emerging market professionals and 41% of developed market professionals agree that blogs, information from social media or crowd-sourced information on the Internet are highly useful in helping to understanding an issue or news item.  More evidence that the values of the modern workforce are changing not just in the U.S.

Media 37

Content Marketing 2016: Staffing, Measurement, and Effectiveness

blogs anymore—they’re. of the “brand blog,”. out short blog posts, some brands switched their. blogs—they’re navigating all of the opportunities. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But in 2015, a.

Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

Only 40% are taking the time to understand and evaluate the impact of consumer-generated reviews,  blogs and peer rankings on their brands. recent survey of more than 2,000 small businesses by e-mail marketing provider Constant Contact found that 81% say they now use social media for marketing, up from 73% in the spring. The concept has gained momentum in the form of “intranet 2.0″

Thrilled to be Mentioned in the Company of These Phenomenal B2B Bloggers

Paul Gillin

DNN (formerly DotNetNuke) has posted a listing infographic of the Top 10 Blogs Every B2B Marketer Should Read. I was stunned and thrilled to be included with phenomenal bloggers like Jeremiah Owyang , Seth Godin , Ann Handley  and  Brian Solis. I’m assuming my position at the top of this infographic is a happy accident, because I don’t hold a candle to most of these people. In reality, I don’t blog very much at anymore. Much of my recent work has appeared on the Profitecture blog. Top 10 Blogs Every B2B Marketer Should Read from DNN

BtoB 33

Bulldog Reporter’s Faux Pas Shows Why Not to Take Research at Face Value

Paul Gillin

This lead from a recent Bulldog Reporter case study on business blogging certainly caught my attention: “Recent  research  reveals that 64% of American companies will launch their own corporate blogs in 2014, and the average budget for corporate blogging will increase by nearly one-sixth. 500 have public blogs, and those numbers aren’t growing very fast.

Attack of the Customers Press Release

Paul Gillin

New Book Explores Recent Epidemic  Of Online Customer Assaults on Businesses.   ‘Attack of the Customers’ Helps Marketers and Business Owners Manage and Prevent  Reputation Threats Carried on Blogs and Social Networks. He blogs at and I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.