Chris Koch

SEPTEMBER 17, 2010

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. But it happened.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

APRIL 10, 2009

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. This depends on whether the products and services themselves are knowledge intensive.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

JANUARY 15, 2010

During one of the first few days I went to work at CIO magazine in 1995, I had what we called a “vendor visit”—one of many I would have in the coming years. But a quick read of our magazine showed that we didn’t write about products. Kind of a Fortune magazine for IT executives. Bibles, vacuums, and boxes.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

FEBRUARY 5, 2010

It may look better and read better than a brochure, but it’s still a brochure because it emphasizes our products and services over the needs of the people we are trying to reach. At CIO magazine, I spent years writing about one of those Gartner-coined acronyms: Enterprise Resource Planning (ERP) software. What a mouthful.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100