Chris Koch

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Why Can’t Companies Be More Like the Iroquois?

Chris Koch

Each tribe had its own language, customs, and culture. Why Can’t Companies Do This? So the obvious question becomes, why can’t companies cooperate like this? There’s no discussion of whether what I’ve published is of good quality or could be helpful to a customer – it’s all about fear and power.

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Why salespeople should sell ideas: an FAQ

Chris Koch

Every B2B company has subject matter experts (SMEs) who are working with customers to solve problems and have deep backgrounds in customers’ processes, industries, and functions. How do I get these ideas in a form I can use with customers? Besides creating idea networks, B2B companies also have to become publishers.

FAQ 100
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What the slow death of B2B publishing means for marketers

Chris Koch

It’s not that the journalists have gotten lazy; it’s a problem with the business model for B2B publishing. Today, publishers must substitute traffic quantity for quality of subscribers to get advertisers to buy. But because advertisers don’t believe in print anymore, the economics aren’t there for publishers to provide it.

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Why our thought leadership is broken

Chris Koch

All of our talk about marketers becoming publishers is incomplete. We can’t just become publishers, we also have to become advertisers. For centuries, publishers had an uneasy, co-dependent relationship with advertisers. A wall existed between publishers and advertisers. Let me explain. Idea marketing as checklist.

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Why bother with thought leadership? Five questions and answers.

Chris Koch

See what you think of my answers: How did thought leadership initiatives in companies begin? Thought leadership marketing is based on the academic research publishing model, in which academics created journals built around a peer review process. Why did companies start focusing on it?

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Why marketers must become the new publishers

Chris Koch

I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. And I think those metaphors are useful for simplifying the content process (and for improving it) because most of us are familiar with the publishing model. Audit content.

Planning 100
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Why marketers must become the new publishers

Chris Koch

I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. And I think those metaphors are useful for simplifying the content process (and for improving it) because most of us are familiar with the publishing model. Audit content.