| | | Reputation to Revenue | |  Blog | 20 articles |
| Page 1 of 1 | Previous | Next | REPUTATION TO REVENUE JUNE 23, 2009  Blog as hub, site as spoke The launch was a success (10,000 downloads in the first few days), and David stresses the essential back story--the hard work of the last few years building the agency's social presence through blogging , Facebook , Twitter , SlideShare , Scribd , LinkedIn , Flickr , and so on. With the blog as a hub." blog makes perfect sense. What about larger companies? Well, maybe. | REPUTATION TO REVENUE MARCH 11, 2010  Social media and thought leadership: The virtuous circle for B2B marketing As such, they're beginning to slice and dice thought leadership content into blog posts, tweets, videos, and the like -- and use Twitter , LinkedIn , Facebook , YouTube , SlideShare and other platforms to promote that content as widely as possible in the social sphere. This all seems fine, but I think it's far too limited a view. is now essential to thought leadership success. | | | | | |
| REPUTATION TO REVENUE JULY 27, 2010  Strengthening thought leadership marketing: Five steps to excellence It's clear from the submissions, however, along with working with many of these companies over the years, that there are five important ways in which the best of the best stand apart from the crowd: Focus and depth: Lots of companies practice "random acts of content," dashing off periodic white papers, articles, videos, blog posts, and the like with little focus or depth. They go deep. | REPUTATION TO REVENUE OCTOBER 11, 2010  Marketing to key accounts: It's all about the relationships Note: Originally posted on the Solutions Insights blog. I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she wanted the firm's marketing people to be much closer to her customer. This is a large global account we're talking about, with a big account team and numerous multi-million dollar deals worldwide. That's a no-no. | REPUTATION TO REVENUE MARCH 28, 2010  Master narratives and framing the debate with B2B marketing Even when companies invest in thought leadership, it's often with a fragmented collection of disconnected articles, white papers, videos, blogs, etc. Years ago, when I was a lowly graduate student at MIT, I learned an essential lesson about communications while taking a course on "framing" the news. Politicians understand this the best. It's critical with B2B marketing, too. Delivered." | REPUTATION TO REVENUE NOVEMBER 5, 2009 Winning with thought leadership: Six lessons from IBM and Deloitte as well as a number of newer approaches (blogs, podcasts, online innovation jams, and branded content). B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years. Making the most of these investments, however, rests on having the right answers to a set of difficult questions: What topics should we highlight? How should we produce and package thought leadership content? How should we promote it? How can we measure success? And, yes, I cast my votes for both winning initiatives, so was pleased that the other judges agreed. | | | | | | | |
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REPUTATION TO REVENUE | MONDAY, JANUARY 31, 2011  Four levels of B2B content sharing: Publishing isn't everything
Commenting on other blogs, articles, community sites, tweets, and other social sources provides a fairly simple way to build visibility, demonstrate knowledge, and make or strengthen connections. Consistently creating engaging content is one of those programmatic challenges that strikes fear in the hearts of many B2B marketers looking to take more advantage of social media. Indeed, there are four levels of content sharing that B2B marketers should include in their social media mix. Four Levels of Content Sharing. Effective curation is not simple. anxious to share the content wealth. MORE >> -
REPUTATION TO REVENUE | THURSDAY, MARCH 4, 2010  TL in 4D: Four dimensions for thought leadership success
There is no dedicated staff, no editorial calendar for content production, and a heavy reliance on subject matter experts "volunteering" their nights and weekends to bang out a few white papers, articles, and blog posts. . And it's not just a matter of blogging more and getting more content onto Facebook, Twitter, and YouTube -- although social media clearly IS critical for thought leadership dissemination and engagement. B2B marketers know that thought leadership is essential, especially when selling high-value solutions. We're still learning, too. . MORE >> -
REPUTATION TO REVENUE | MONDAY, MAY 24, 2010  Editorial strategy: Why do B2B customers need your information?
Analyzing a year of data on the top news stories discussed, linked to, and viewed on blogs, Twitter , YouTube , and other social media, the Project found that, "the stories and issues that gain traction in social media differ substantially from those that lead in the mainstream press. Blogs tend toward more emotional stories and stronger partisan orientations (on all sides). And it's not about which format is best (white papers vs. videos vs. blog posts, etc.). We all know that social media is increasingly central to how we get our news and information. What do you think? MORE >> -
REPUTATION TO REVENUE | FRIDAY, MARCH 25, 2011  B2B ads worth spreading
We're cutting back on traditional ads and shifting resources to content marketing (white papers, expert video interviews, ebooks, blogs, and the like) in hopes of getting our customers to pay more attention, raise their hands as "interested," and accept entry into our shiny new lead nurturing systems. The always interesting TED announced the winners in an intriguing new competition the other day: Ads Worth Spreading. Building on the nonprofit's overall mission, Ideas Worth Spreading, TED decided to try and make a virtue of necessity. It wasn't an original idea. Not very often, right? MORE >> -
REPUTATION TO REVENUE | TUESDAY, JUNE 15, 2010  Two cheers for Eloqua's Content Grid
Perhaps I'm nitpicking at a casual line in Eloqua's blog post introducing the Content Grid, which explains the grid as "a simple framework for content -- or 'inbound' -- marketing." Actually, I think Eloqua's new Content Grid is fabulous: it crams a complex story and a lot of information into an easy to understand infographic on a critical topic for B2B and solutions marketing. Nice job, folks! My small beef is with the definition of "content marketing" that underlies the grid. Indeed, I make a decent part of my living these days helping companies make this happen. What do you think? MORE >>
- Six steps to differentiating your solutions REPUTATION TO REVENUE | WEDNESDAY, FEBRUARY 24, 2010
- Learning from Gen Y REPUTATION TO REVENUE | FRIDAY, APRIL 17, 2009
- YouTube as corporate home page? REPUTATION TO REVENUE | TUESDAY, JUNE 9, 2009
- Carrotmobs make my night REPUTATION TO REVENUE | MONDAY, APRIL 13, 2009
- Acid test for social media: The lunch lady blog REPUTATION TO REVENUE | FRIDAY, MAY 1, 2009
- Put everyone in marketing? Yes, and with a social spin REPUTATION TO REVENUE | MONDAY, MAY 4, 2009
- Permission marketing turns ten REPUTATION TO REVENUE | WEDNESDAY, MAY 6, 2009
- The new, new marketing: Health tech coalition may point the way REPUTATION TO REVENUE | THURSDAY, MAY 14, 2009
- The hard questions about social media for B2B solutions providers REPUTATION TO REVENUE | THURSDAY, JUNE 11, 2009
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