Paul Gillin

JULY 9, 2015

Ninja Guide to Content Creation: Top 10 Writing Tools – Content Marketing Institute. 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?

Hubspot 50

Hubspot Blogger Ideal Customer Profiles Twitter 50

Paul Gillin

DECEMBER 12, 2013

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). Marketing’s big miss (BtoB magazine). Rewarding Bad Behavior ( Godfrey Blog). Photo credit: Scott Beale).

BtoB 50

BtoB Social Networks B2B Sales Network Marketing 50

Paul Gillin

JULY 19, 2013

Nora Ganim Barnes and her team at the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth continue to produce some of the most consistent, rigorous and comprehensive research on social media adoption by both small and large businesses. That’s nearly a 50% increase.

Social Media 50

Social Media Social Networks Statistics Facebook 50

Paul Gillin

JANUARY 2, 2015

This blog hasn’t been very active lately, but that’s because most of my contributions have appeared elsewhere. Organic Facebook Marketing Is Dead; Think Customer Service Instead – Midsize Insider, Dec. FIR B2B #18: John Fox on Why Marketers Need to Get Out of the Office. Here’s a roundup of what I’ve been musing about.

B2B Thought Leadership 50

B2B Thought Leadership Cost per Lead Lead Gen Thought Leadership 50

Paul Gillin

AUGUST 4, 2011

This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing. 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.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

FEBRUARY 24, 2011

Earlier this week I wrote an article for SocialMediaB2B.com that made the case that last week’s IBM Watson Jeopardy challenge, in which an IBM computer thrashed the two greatest Jeopardy champions of all time, was the greatest B2B marketing campaign ever. Blogs Are the New Trade Shows. Some companies understand this.

Trade Show 50

Trade Show Youtube Statistics Social Media 50

Paul Gillin

OCTOBER 3, 2013

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. BtoB is a victim of those same forces.

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 50

Paul Gillin

JUNE 26, 2014

A new Gallup study appears to throw cold water on the whole concept of social media marketing, but I’d be careful about taking the findings at face value. 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.” More than Marketing.

Social Media 50

Social Media Media Peer-to-peer Social Networks 50

Paul Gillin

JUNE 29, 2013

.” The Beast also notes that the gender gap is rapidly closing, particularly in developing markets. “Ultimately, 52% of professionals in emerging markets see an equal number of male and female corporate executives within the next 25 years,” compared to 36% of professionals in developed markets.

Social Media 50

Social Media Internet Marketing Facebook Class 50

Paul Gillin

AUGUST 20, 2013

One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. Set measurable goals like the number of Twitter followers, number of LinkedIn connections of number of contributions to the corporate blog, then put rewards in place.

Social Media 50

Social Media Training Media Opinions 50

Paul Gillin

MARCH 24, 2011

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. A monthly editorial meeting was scheduled to review blog topics and assign writers.

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

MAY 13, 2016

Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. Some B2B marketers have gone that. This site launched nearly seven years ago as part of a bigger Adobe plan to evangelize digital marketing to a core audience. Here are three I think are worth emulating.

Marketing Management 50

Marketing Management B2B Thought Leadership Service Thought Leadership 50

Paul Gillin

MARCH 8, 2013

Top Internet And Marketing Blogs To Follow. Thanks to Mike Moran , HubSpot and McDougall Interactive for permitting me to steal from them. Search Essentials – What You MUST Know from Paul Gillin. Related articles. Mobilize Your SEO: Making the Most Out of the Mobile Search Opportunity.

Video Marketing 50

Video Marketing Hubspot Mobile Marketing SEO 50

Paul Gillin

JANUARY 24, 2013

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 PaulGillin.com and NewspaperDeathWatch.com. About The Authors.

Press 50

Press Peer-to-peer Amazon BtoB 50

Paul Gillin

JULY 13, 2010

Its main communication to the market on the iPhone reception issue has been this letter from its public relations department , which invites no response. An edited collection of these comments will be submitted to Awareness for its community blog. However, Apple shuns social media of all kinds. Please share your comments below.

Public Relations 50

Public Relations Social Media Tagging Communities 50

Paul Gillin

MARCH 10, 2011

It’s not surprising that in research conducted by B2B magazine last spring, marketers picked LinkedIn as their social network of choice by a substantial margin over Facebook. If the technical gurus in your organization are intimidated by the prospect of blogging, urge them to instead answer five questions per week.

Social Networks 50

Social Networks Enterprise Management Peer-to-peer Work Management 50

Paul Gillin

JULY 14, 2010

What many marketers have failed to grasp is that the tools of new media aren’t just about publishing; they’re also about conversing. A Twitter feed, blog or Facebook page that delivers a message without acknowledging replies is an insult. Blog comments should be answered within 48.

Media 50

Media Twitter Social Media Fulfillment 50

Paul Gillin

DECEMBER 27, 2011

McKinsey’s groundbreaking research in this area has consistently demonstrated that companies that leverage social technologies most aggressively see the payoff in market share gains, improved productivity and higher customer satisfaction.

Validation 50

Validation Research Correlation Customer Satisfaction 50

Paul Gillin

NOVEMBER 16, 2011

A 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. It should be noted that the majority of respondents to the Constant Contact survey were customers, which means they are already marketing online.

Customer Surveys 50

Customer Surveys Peer-to-peer SMB Business 50

Paul Gillin

JULY 15, 2011

I haven’t had a chance to blog here lately because most of my writing is been on assignment for other publishers. The whole concept of enabling negativity to appear on your own website rubs a lot of marketers the wrong way, but I’d argue that it’s great for building integrity. Love Your Critics.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

FEBRUARY 7, 2011

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. Mason finally posted a response to the outpouring of commentary today. Rather than admitting that the campaign was a failure, he attempted to defend it.

Godaddy 50

Godaddy Public Relations Comparison Paid Search Agency 50

Paul Gillin

FEBRUARY 10, 2016

I want to be a thought leader, but I don’t have time for blogging.”. I already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter? It’s a lot of noise, and no one cares about what I’m reading.”. “I Sound familiar? I hear these objections all the time when speaking to top executives about social media.

Social Media 50

Social Media Media Thought Leadership Advertising Mediums 50

Paul Gillin

DECEMBER 18, 2012

Several of the case studies in New Influencers involved customer attacks in the days when blogs were about all people had to work with. Social networks are also sufficiently mature that good word-of-mouth can potentially replace traditional marketing. Whether that’s true or not I expect to find out in the coming months.

Paid Search Agency 50

Paid Search Agency Word of Mouth Amazon Viral Marketing 50

Paul Gillin

JUNE 24, 2010

This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. In fact, many of the most successful marketers aren’t that concerned with ROI at all. They include Indium Corp.,

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

APRIL 18, 2012

Marketers can think of these communications as a Web 2.0 Good Facebook marketers provide a constant stream of information that provokes conversation and interaction among members. LinkedIn is a favorite of B2B marketers because its members go there mainly to discuss professional interests.

Twitter 50

Twitter Linkedin Facebook Social Networks 50

Paul Gillin

FEBRUARY 9, 2011

The Wall Street Journal quotes spokeswoman Julie Mossler as saying “we don’t really have anything else to say,” meaning that the defensive statement by founder Andrew Mason on the company blog on Monday would have to stand on its own.

Rules 50

Rules Paid Search Agency Advertisements Advertising 50

Paul Gillin

FEBRUARY 28, 2022

Artificial intelligence has become something of a buzzword in marketing, but not everybody is clear on how this technology can be used for content generation. Here are the essential insights and recommendations for how to implement AI-generated content into your business strategy. Can AI Replace Content Writers?

Marketing AI 50

Marketing AI Generation Tools Content 50

Paul Gillin

FEBRUARY 7, 2011

CareOne’s approach is a good example of soft-sell marketing. One popular blog, My Journey out of Debt , is written entirely by customers. CareOne discovered that customers who engaged online were far more likely to seek professional help than cold-called candidates. “It’s Active members are promoted and applauded.

Communities 50

Communities Cost per Acquisition Peer-to-peer Work Management 50

Paul Gillin

SEPTEMBER 17, 2014

This morning I spent 45 minutes cutting an article by a technology marketer by one-third. I sat down to write this essay after reading Alexandra Samuel’s eloquent post on the HBR blog network. But repetitive, unremarkable content drives audiences away, which is the opposite of what marketers want to achieve.

Broadcasting 50

Broadcasting Network Marketing Press Efficiency 50

Paul Gillin

APRIL 10, 2013

I’ve been a reader of Ed Brill’s blog for several years, not because of any particular interest in the IBM/Lotus products that he long championed, but because he’s just so good at blogging. The guidelines…signaled to employees, clients and the market that IBM would stand behind its [people],” he writes.

Blogger 50

Blogger Opt-in Guidelines Social Media 50

Paul Gillin

JANUARY 20, 2011

My fourth book, Social Marketing to the Business Customer , came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. Download a sample chapter. Value-driven decision-making.

Work Management 50

Work Management Marketing Management B2B Marketing B2B 50

Paul Gillin

SEPTEMBER 6, 2011

It is “the emerging standard&# for measuring influence online, said Klout Marketing Manager Megan Berry in a podcast interview with Eric Schwartzman last month. A retweet, which is a one-button operation, is just as good as a thoughtful commentary on a blog. I just hope those clients aren’t taking this metric too seriously.

PageRank 50

PageRank Social Networks Wikipedia Ideal Customer Profiles 50

Paul Gillin

JUNE 9, 2011

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. My advice: don’t bother.

BtoB 50

BtoB Burn Rate Blogger Sample 50

Paul Gillin

SEPTEMBER 15, 2011

I haven’t reviewed these tools in detail just yet, but it appears that influence is a red-hot topic in PR and marketing circles right now. Posting a blog entry referencing someone else’s words is more involved than writing a comment. Online actions have different gravity depending upon the stakes and the effort involved.

Analysis 50

Analysis PR Correlation Advertising Agencies 50

Paul Gillin

AUGUST 9, 2012

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. Retweets of negative messages by people who are influential in your market. About 40% of messages on Twitter include a URL.

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50

Paul Gillin

APRIL 13, 2011

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.

Social Media 50

Social Media Promotion Media Landing Pages 50

Paul Gillin

DECEMBER 30, 2013

DNN (formerly DotNetNuke) has posted a listing infographic of the Top 10 Blogs Every B2B Marketer Should Read. In reality, I don’t blog very much at paulgillin.com anymore. Much of my recent work has appeared on the Profitecture blog. Top 10 Blogs Every B2B Marketer Should Read from DNN.'

Blogger 50

Blogger BtoB Paid Search Agency Companies 50