Chris Koch

DECEMBER 2, 2011

Companies are having success pulling in fans by linking to charitable cases. In HP’s case, it was CARE, the aid relief organization. I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. Appeal to their sense of charity. Let them win stuff.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

OCTOBER 7, 2011

They are more likely to encounter our content through search than through the social media channels themselves. But I talk to them all the time and I know that’s not the case for most of them. The business case doesn’t exist for social media; but it does for idea marketing. Social doesn’t happen in B2B without a culture change.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

OCTOBER 7, 2011

They are more likely to encounter our content through search than through the social media channels themselves. But I talk to them all the time and I know that’s not the case for most of them. The business case doesn’t exist for social media; but it does for idea marketing. Social doesn’t happen in B2B without a culture change.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

SEPTEMBER 9, 2011

We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Marketing and sales must agree on the alignment of content to the various buying stages so that sales will get the right signals about when and how to approach customers for a sale.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Marketing and sales must agree on the alignment of content to the various buying stages so that sales will get the right signals about when and how to approach customers for a sale. Share and Enjoy:

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

NOVEMBER 12, 2010

For better or worse, that is not the case. So what sucks about this is that my most loyal RSS subscribers, the ones who subscribed back in my wordpress.com days, will see the lights go out on my content. I’m going to follow this post up immediately with some real content that I hope you will find more valuable.

RSS 100

RSS Thought Leadership Opinions Communities 100

Chris Koch

MARCH 26, 2010

One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. And while marketers can create some social media content, they can (and should) rely on their subject matter experts (SMEs) to create most of the stuff that’s going to build trust and relationships with customers.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

AUGUST 23, 2011

It’s easier for tweets to flow across all the various social networks because of their short nature and the fact that they usually contain links to longer content that can show up on Facebook and G+. There are only two types of content in social media. One of the reasons that Twitter is compelling is because its content is so short.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

AUGUST 23, 2011

It’s easier for tweets to flow across all the various social networks because of their short nature and the fact that they usually contain links to longer content that can show up on Facebook and G+. There are only two types of content in social media. One of the reasons that Twitter is compelling is because its content is so short.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

NOVEMBER 7, 2012

I agree (journalism’s future will be determined by its ability to create a business model that pays better than the current one: giving away content for free and charging way too little for ads), but I think he missed the more important disruptive power that platforms like BrandVoice really do have: to disintermediate traditional marketing.

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100

Chris Koch

NOVEMBER 11, 2011

In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV. In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

NOVEMBER 11, 2011

In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV. In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

SEPTEMBER 17, 2010

Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. And they’re linking this content to their social media management strategies. What’s the point? Idea marketing as checklist.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

JULY 31, 2009

You need a closed-loop lead process that tracks prospect activity from beginning to end (and back again, in the case of lead nurturing) that is supported by a system (see this post for more on that). Create content that is tied to (and signals) the different stages of the buying process. Measure CPOD instead. Get adult supervision.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

JULY 31, 2009

You need a closed-loop lead process that tracks prospect activity from beginning to end (and back again, in the case of lead nurturing) that is supported by a system (see this post for more on that). Create content that is tied to (and signals) the different stages of the buying process. Measure CPOD instead. Get adult supervision.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

OCTOBER 30, 2009

There are two rivers of content at conferences. One is the river of planned content—the conference theme, the presentations, etc.; Sounds like a business case for investment to me. the other is the river of conversation that flows through the event at breaks, meals and receptions. This has big implications for marketers.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

AUGUST 16, 2011

Anecdotally, we hear that content gets exponentially more clicks when there’s no registration form attached to it. What was interesting to me is that this is even the case when they don’t interact directly with the IBMer on the page.”. Privacy is a concern in B2B, too. What do you think?

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

Anecdotally, we hear that content gets exponentially more clicks when there’s no registration form attached to it. What was interesting to me is that this is even the case when they don’t interact directly with the IBMer on the page.”. Privacy is a concern in B2B, too. What do you think?

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

MAY 21, 2010

I’m still looking to pin down incontrovertible evidence of this, but anecdotally I hear from people that when they get rid of qual forms for their content the amount of engagement increases exponentially. of the time any link that you put in a tweet is going to lead to accessible content. come at a price.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

DECEMBER 11, 2009

And who can resist the river of content that moves before your eyes? But video case studies and interactive product demos—even for B2B services— are going to become more popular on mobile devices. Because we can now see into our phones. We can see what others are doing. Even the words are visual now. What does it mean?

Mobile Marketing 100

Mobile Marketing B2B Marketing B2B Storytelling 100

Chris Koch

NOVEMBER 12, 2010

Every company needs a guard dog or two to be around in case of a PR disaster. PR tries to influence the placement of subject matter experts, content, and interviews in third-party channels (articles, conference and trade show speaking engagements, etc.). I’m not saying we fire all PR people.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

JULY 10, 2009

It is a natural way to drive traffic back to your site for registration—as long as you have great content to offer. There are plenty of cells on data forms (too many, in most cases) so people may be lying about things that don’t really matter anyway. Sync your content to the stages of the buying process.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

MAY 7, 2010

What I realized is that the iPhone and iPad aren’t just jewels, they are jewel cases. When does content need to be mobile? When you look at the screen of the iPhone or iPad you see beautiful little jewel-like icons beaming at you from beneath the glass. They contain our collection of applications. Related articles by Zemanta.

Mobile Marketing 100

Mobile Marketing Wikipedia Communities B2B Marketing 100

Chris Koch

NOVEMBER 5, 2010

Nobody reads your content. They dug deeper and created original content. Press releases are not substitutes for real content. Occasionally, the placement PR people are in-house, but in the vast majority of cases the placement people are contracted through PR agencies. They do their research on the web.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

APRIL 30, 2010

We can’t simply create an application that links to static website content, for example. Mobile doesn’t magically make static content exciting. B2B mobile marketing case studies. But first, we need to establish the reason for going mobile. There has to be a purpose behind adding mobile.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

SEPTEMBER 18, 2009

But in the case of the viral model, it’s all good—at least for marketers. Content is also viral in this model, passed on and on by people to their various networks of followers, which means that good content producers have another avenue to grow their relationships exponentially.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

But in the case of the viral model, it’s all good—at least for marketers. Content is also viral in this model, passed on and on by people to their various networks of followers, which means that good content producers have another avenue to grow their relationships exponentially.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

DECEMBER 16, 2010

The report is a combination of the reporting I’ve done here on this blog, case studies of social media that I’ve done for ITSMA, and two surveys that we’ve done at ITSMA over the past three years. You’d save yourself a lot of time if you made this part of your content strategy from the beginning. Have you done this with your content?

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Media 100

Chris Koch

DECEMBER 28, 2010

We did some case studies at ITSMA this year that showed that companies could easily blow up half their offices and do away with most of their administrative and bureaucratic structures without a single customer noticing. Mobile is just a content channel. Buyers don’t like looking at content on smart phones. General Marketing.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

FEBRUARY 5, 2010

It will be a case study of your offerings in use, or it will in fact be a brochure. Idea marketing is not purely about the nature of the content (Gartner’s definition sounds like it intends the output to be white paper to me). There are two parts to idea marketing: idea development and content dissemination.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

AUGUST 3, 2010

We need to understand their experiences and offer content that fits their needs. Rarely do those links lead to paid content. Those who make their content freely available will have many more readers than those who don’t. Those who make their content freely available will have many more readers than those who don’t.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

AUGUST 3, 2010

In most cases in social media, we are speaking to a group. Rarely do those links lead to paid content. Those who make their content freely available will have many more readers than those who don’t. Depending on your reach and focus, the group can be homogenous or incredibly diverse. Besides, it makes us feel good.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

MAY 5, 2014

Patents were first invented by the Venetians back in the middle ages to stimulate the wild-haired inventors (in this case glass makers) to invest the kind of obsessive energy required to create new things by protecting them from copycats and by giving them a financial reward for their work. Turns out that’s not the case, at least not anymore.

Copyright 100

Copyright Distribution Youtube Internet Marketing 100

Chris Koch

NOVEMBER 20, 2009

So I’ve assembled some research, from both ITSMA and other sources that examines the case for social media. The pool of information they are sifting through contains an increasing amount of social media content. Customers and prospects looking for content are going to see more of it coming from social media by default.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100

Chris Koch

DECEMBER 16, 2011

The (blank) in this case is “E” for “engine.” Do you use this S(blank)0 crap to write your content? If you’ve managed to make it to this point, you may be wondering, why the hell am I telling this story and what does it have to do with S(blank)0s? And what does S(blank)0s mean? I don’t mean to be cagey, I’m just trying to make a point.

Wikipedia 100

Wikipedia Opinions CAN-SPAM Search Marketing 100

Chris Koch

DECEMBER 16, 2011

The (blank) in this case is “E” for “engine.” Do you use this S(blank)0 crap to write your content? If you’ve managed to make it to this point, you may be wondering, why the hell am I telling this story and what does it have to do with S(blank)0s? And what does S(blank)0s mean? I don’t mean to be cagey, I’m just trying to make a point.

Wikipedia 100

Wikipedia Opinions CAN-SPAM Search Marketing 100