Paul Gillin

DECEMBER 12, 2013

These publishers eschew search optimization in favor of creating content that people want to share. Marketing’s big miss (BtoB magazine). Short on content? Repackage (BtoB magazine). The answer might be incubating in fast-growing media operations like BuzzFeed (right) and Upworthy. A new McKinsey & Co.

BtoB 50

BtoB Social Networks B2B Sales Network Marketing 50

Paul Gillin

JANUARY 24, 2013

Paul Gillin is a writer, speaker and online marketing consultant who specializes in helping businesses use content to reach customers. Paul is a columnist for BtoB magazine and a director of the Society for New Communications Research. Attack of the Customers is available through major online retail outlets and in Amazon Kindle format.

Press 50

Press Peer-to-peer Amazon BtoB 50

Paul Gillin

JULY 15, 2011

Once the legal department gets involved in approvals, most meaningful content gets sucked out of the article. The recent example of this disparity ended up embarrassing a prominent PR firm , and I analyzed the story in BtoB magazine. It’s not the concept of the case study I don’t like; it’s the format.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

AUGUST 4, 2011

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. It uses apps for Twitter, YouTube, Flickr and Foursquare to pull its content from other social networks into Facebook.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

JUNE 9, 2011

Staffers turn out more content per dollar than contractors, and you don’t have the overhead of legal documents, busted deadlines and flaky freelancers who simply disappear in the middle of the night. I’ve been writing for BtoB magazine for nearly six years, some of it paid and some not. Final Note: Be Reasonable.

BtoB 50

BtoB Burn Rate Blogger Sample 50

Paul Gillin

MARCH 24, 2011

I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. Another defined the blog’s mission as being “to provide actionable and thought-leadership content for customers and prospects on…topics the company’s product helps optimize.&#. 27 of the PDF).

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50