Chris Koch

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How Manchester United Revolutionized Sports Marketing

Chris Koch

Fantasy league members generally view about seven times more content – text, video, and data – on NFL.com than non-fantasy users. . Web/mobile content. Ask me which English soccer, uh, football team I would support and I would say Liverpool. According to a controversial poll commissioned by the team, 650 million people worldwide say they support the team. Have a Backstory.

9 attributes of the best thought leadership content

Chris Koch

Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Some time back, I blogged about the attributes of a thought leader. Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. The best thought leadership pieces are bold and attack conventional wisdom. Differentiated. No “me too” ideas allowed. Relevant. Timely. Has a narrative.

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7 reasons why social media success has nothing to do with social media

Chris Koch

They are more likely to encounter our content through search than through the social media channels themselves. One of the reasons I know that B2B marketers get this is because the number one goal of marketers in our survey was to integrate social media into the larger marketing strategy —to link social media to their idea marketing process and their events—the channels that are proven and where the business has committed to contributing content. attributes of the best thought leadership content (christopherakoch.com). Social doesn’t happen in B2B without a culture change.

What the slow death of B2B publishing means for marketers

Chris Koch

This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. That drives publishers to produce a lot of short content designed to reach the broadest possible audience (at least one online story about Apple per day for a technology pub, for example). Try all of them.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

Does integrity make you a social media loser?

Chris Koch

What a ridiculous notion, that someone’s content is worth tweeting every time. I don’t know anyone whose content I would recommend to my followers every time (and I have 135 feeds I follow in Google reader). tweet links to content, not quotes from famous people. tweet at least 5:1 ratio of other people’s content to my own. Lots of people seem to be having Twitter identity crises these days. Another popular blogger, Mitch Joel, worries that he sucks at Twitter because he doesn’t follow everyone back. Do you? tweet thank yous to people who mention me in their tweets.

Four reasons to hate thought leadership

Chris Koch

also dislike another term that seems to be gaining ground these days: content marketing. Content” sounds so achingly dull and bland. What customers are looking for are good ideas, not content. You may have noticed that I’ve changed the name of my blog. I’ve changed it for two reasons. Second, I’m changing the name because I’m going to make it my personal mission to end the use of the term thought leadership to describe this method of marketing B2B companies. I don’t know of another marketing term that gets so much hate mail. It’s bastardized.

3 ways to link marketing to revenue without metrics

Chris Koch

In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. I’m not saying that you should stop measuring consumption; but it’s clear that those kinds of metrics don’t give business people the answers they’re looking for when they ask about the value of marketing. Too much of our content just tries to look and sound smart—great focus on ideas, but no real connection to how our companies can solve the problem. Creating good idea-based marketing content is hard and takes a long time if done right.

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4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. It’s yet another channel for reaching customers and the effort required to set up a Facebook page and create RSS feeds of your content to update it is pretty small. If the only way to get people interested in your content is by giving them stuff instead of wisdom, how are you supposed to sustain that connection over the long term? Recently, I was preparing a workshop on social media for an ITSMA client. think every company should be on Facebook. Why not?

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

The prerequisite to effective social media: the idea organization

Chris Koch

Few go so far as to specify the number of ideas or idea-based content that these people are expected to produce each year, but they have made idea development a part of the yearly review discussion. At the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. What do I mean by an idea organization?

2011: The year of personal brands

Chris Koch

Testing the popularity of content. One of Forrester’s former analysts, Jeremiah Owyang, developed a big following on his personal blog “Web Strategy” in part because he hits on all cylinders of blogging: frequent posts, engaging content, and an active audience that contributes interesting and insightful comments. What happens to that content when he leaves? Do you really want a former analysts’ content to dominate your corporate brand’s search rankings after he or she leaves? This is the year that the personal brand begins to do battle with the corporate brand.

15 things marketers should stop doing and thinking in 2011

Chris Koch

Mobile is just a content channel. We’re dismissing mobile because we can’t see ways to pump content through phones to buyers. Buyers don’t like looking at content on smart phones. I don’t know about you, but I don’t have many friends (I know, shocking), so when I use my mobile phone, I’m mostly using it to catch up on work in down moments (like when I’m waiting for my wife and daughter outside Delia’s). Optimize your content for phones. We need to close the loop on what buyers do with our content and use that insight to predict what they will do next. Mobile.

How to write blog posts from a white paper

Chris Koch

If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there. So this week I went back to the white paper writer and asked for a series of short blog posts based on the content in the white paper. It’s an important part of social media management. Eeewww!). decided to write down the ways.

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How to make social media add up to thought leadership

Chris Koch

You’d save yourself a lot of time if you made this part of your content strategy from the beginning. Needing to create a larger linking logic gives new life to older content. know I’ve been telling you to reuse and re purpose content, but now I realize that there’s another important opportunity in this strategy: creating a summation narrative. Have you done this with your content? Among the five different newspapers that covered the same turf as I did was the New York Times, which had a section called “Connecticut Weekly” on Sundays. Motivate yourself to write.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

I have seen the future of B2B marketing. It’s on Forbes.

Chris Koch

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. This Is Bringing Me Joy… My family and cycling (in that order!). I’m Running From… Crappy, self-serving marketing content. I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice). Why Forbes.

The 2 questions on every buyer’s mind

Chris Koch

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. Do you segment your thought leadership content? At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? Practical.

Why you need to turn your customers into stalkers

Chris Koch

All through 2010, marketers have been telling us that they are having a harder time getting their content noticed. The characteristic that stands out is that these channels are all more personal than more traditional content. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey. The social media noise is personal. But let’s look at the social media noise more carefully.

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How to use social media for B2B

Chris Koch

Social media are repositories for discussions and content on every possible topic. Social media is all about sharing—whether that be pointing to good content (yours and others’), or sharing expertise and experience. By engaging, we can share links to the various other forms of marketing content that we produce, such as white papers, events, Webinars, etc. Engage. Manage.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

The crisis of buyer information in B2B and how to fix it

Chris Koch

Anecdotally, we hear that content gets exponentially more clicks when there’s no registration form attached to it. Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Never left a voice mail, (which my gut was telling me should have been a signal), but the number was local. If you would like us to stop calling you press…”. Don’t ask.

Stop doing PR. Start doing visibility.

Chris Koch

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.). Thanks for the great comments on last week’s post, “Is the Era of PR Over.&# Okay, so if the traditional model for PR is failing, what do we do instead? Most journalists have discovered social media as an important research tool. And research shows that even the stodgiest C-level executive does at least three web searches per day. Every company needs a guard dog or two to be around in case of a PR disaster.

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Thought leadership is still dead; long live idea marketing

Chris Koch

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. An idea network provides a reliable source of content for marketers to package and disseminate. Create a content development process. Marketers must become publishers, with a process for refining and presenting content through various vehicles (such as conference presentations, white papers, social media, etc.). Yikes. What a mouthful.

3 factors in winning the social media horse race

Chris Koch

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. All the social networks allow for various kinds of real-time, texting style conversation, but when it comes to commenting on content, there’s little true conversation. Seems everyone has an opinion about Google’s G+. to explain it.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Is Twitter “social?”

Chris Koch

99% of the time, they’re sharing links to content—blogs, research papers, news stories, etc.—that Then I click through to see if the content is something that I think B2B marketers might learn from. If it is, I re-tweet it or rewrite the tweet if I think there’s a better point to be made about the content than what the original tweeter said. If I disagree with the content I’ll say so and ask others what they think. But I’m left wondering, is sharing content being social? For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers.

Koch to S(blank)0s: Drop Dead

Chris Koch

Do you use this S(blank)0 crap to write your content? In 1975, New York City was a real s—thole (I should know, I was a teenager growing up in the area at the time—yes, I’m that old). Dangerous, dirty, rundown, corrupt, without a trace of its current chicness and style, and, most significantly, broke. Image via Wikipedia. Now, this isn’t a political blog so I’m not going to take sides, but the rap on the city down in Washington, D.C. at the time was that the pain was all self-inflicted (a raging recession notwithstanding). The (blank) in this case is “E” for “engine.”

Koch to S(blank)0s: Drop Dead

Chris Koch

Do you use this S(blank)0 crap to write your content? In 1975, New York City was a real s—thole (I should know, I was a teenager growing up in the area at the time—yes, I’m that old). Dangerous, dirty, rundown, corrupt, without a trace of its current chicness and style, and, most significantly, broke. Image via Wikipedia. Now, this isn’t a political blog so I’m not going to take sides, but the rap on the city down in Washington, D.C. at the time was that the pain was all self-inflicted (a raging recession notwithstanding). The (blank) in this case is “E” for “engine.”

Is the era of PR over?

Chris Koch

Nobody reads your content. They dug deeper and created original content. Press releases are not substitutes for real content. The process of getting subject matter experts placed in publications or other third-party content channels is awful for everyone involved. Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e., a journalist) and the customer’s customer (i.e., Guard dog PR. Placement PR.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

13 questions about social media and thought leadership

Chris Koch

Content is replacing salespeople in the earliest stages of the buying process. If buyers find your content you’re a step ahead. Q. Content builds intimacy between the company and the prospect until you can put them in touch with a salesperson. Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). If you’re in B2B marketing, you gotta go to this thing. All the top social media pros will be there and the focus will be all B2B. I can’t wait. So they are all here for your enjoyment.) link].

There is only one objective in social media: create learning networks

Chris Koch

That means social media are extensions of our content development and dissemination processes. By creating content that offers relevant, timely, and useful ideas and education for buyers at all stages of the buying process, we create the incentives for buyers to engage with us in conversation and community. Create a content development process. Using ideas from the learning network, marketing needs to develop content. Marketing needs professional content developers who know how to collaborate with thought leaders to develop clear, compelling packages. little.

Why marketers must become the new publishers

Chris Koch

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. By improve I mostly mean that we need to make the content more and more relevant to target buyers. 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. To fulfill an ever-increasing demand for content you need a process. Be timely.

The TV Is No Longer a TV

Chris Koch

That’s because our new content providers, Hulu and Amazon Prime, are as easy to watch on a computer, an iPad, or, in a real pinch, a phone, as they are through the Roku device attached to the former TV. Between 2008 and 2013, 5 million (or 5%) of US cable subscribers cut the cord, with 1.3% brandishing the scissors in 2013 alone, according to Toronto-based Convergence Consulting Group.

How Jimmy Fallon Redefined the Celebrity Biography

Chris Koch

However, in hindsight, his tryout seems like a prototype for the site’s most successful content: It’s unscripted, it’s funny, it’s a snapshot in time (spoiler alert: he’s skinnier), and perhaps most importantly, it’s short (just eight minutes). English: Jimmy Fallon CES 2009 in Las Vegas, NV (Photo credit: Wikipedia). Look, I don’t mean that as an insult. The Only Job He Ever Wanted.

Patents Are Dead

Chris Koch

But increasingly, high-cost products “will be islands of IP-driven content in a sea of content created without the need for IP.” (See, I told you this guy can write.). I have always associated innovation with patents. It’s the classic vision of the lone, wild-haired inventor in a grimy white lab coat putting himself and his family (assuming they’re still hanging around – he spends all of his time in the basement tinkering and cursing) through abject poverty until he finally hits on something useful and a huge conglomerate buys his invention and he moves to a mansion. Robotics.

How much do you “charge” for your content?

Chris Koch

Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). Yet while generally we can’t put a price tag on our content, we do charge for it. Trouble is, we take a one-price-for all approach to our content. So there is a price for marketing content.

9 attributes of the best thought leadership content

Chris Koch

Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Some time back, I blogged about the attributes of a thought leader. Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. The best thought leadership pieces are bold and attack conventional wisdom. Differentiated. No “me too” ideas allowed. Relevant. Timely. Has a narrative.

Integrating mobile into B2B marketing

Chris Koch

CK has tons more content on B2B mobile that you should check out. I’d love to hear your views on our interview. Great conferences have impact that lasts long after the day (or two or three) that they occur. MarketingProfs’ B2B Forum is one of those conferences. For example, the Twitter stream from this thing (#MPB2B) is still going strong weeks later. Cohen on Vimeo.