Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. CMO.com was originally a pure curation model; content consisted of brief summaries of articles and video from other sources on the Web. Navigation is clean, headlines are well-written and content is timely, with continuous updates throughout the day. CMO.com.

Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

Many executives create thought-leading content all the time in emails and posts on the company intranet. “I don’t have time to build my LinkedIn profile. already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter? It’s a lot of noise, and no one cares about what I’m reading.”. “I want to be a thought leader, but I don’t have time for blogging.”.

Marketing firm piggybacks on March Madness for fun social media “bracket”

Paul Gillin

Content Marketing innovation marketing Research Social Media social networks Blue Fountain Media infographic March MadnessBig sports events are a great opportunity to show off your products and services, particularly if you can apply them to the combatants on the field. Here’s a good example I that came over the transom from Blue Fountain Media , a design an online media firm.

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What Makes a Good B2B Online Video

Paul Gillin

I spent some time with comic video whiz Tim Washer  (also @timwasher ) at B2B Forum last week, and he followed up with a few questions about how B2B companies are using online video as part of their content marketing programs. The content may be interesting, but the sound quality is poor or there are distracting images or noises in the background. would add Cisco to that list.

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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

How to Promote an Event with Social Media

Paul Gillin

This enables you to assemble photo galleries by stitching together tagged content from a variety of sources. Content from past events is your best promotion for future events. Be sure to provide an RSS feed so that potential attendees can subscribe to new content as it’s posted. Space out entries so that there’s a constant stream of new content. Events of all sizes.

How to Summarize Content for a Business Audience

Paul Gillin

Look to this model when summarizing content. B2B Content Marketing marketing Tips Big Data Executive summary Inverted pyramid In my previous post about How to Read and Summarize a 20-Page Research Report in 20 Minutes , I showed how to skim through a complex document and gather essential information to use in summarizing the material for a business audience. Just the Facts? Key Point.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. B2B Content Marketing Research Social Media Earnest is a U.K.-based based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” ” Its work certainly bears out that goal. Earnest’s B2B campaigns have a lot of B2C energy inside them. Here’s its latest collection of recent trends and statistics:  This is the year that was in B2B Marketing crunched.

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How Much Should You Pay For Content?

Paul Gillin

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. Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother.

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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.

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

love this content concept, and it’s an idea more B2B marketers could adopt. Contact influencers in your market – or even your own customers or subject matter experts – and ask them for short paragraphs on a topic, then combine that content into an e-book. They’re adopting buyer personas, content targeting and matching content to stages of the buying cycle.

The Other Social Network

Paul Gillin

LinkedIn recently gave group owners the option of making their content public so that all activity from that point on would be visible to search engines. Summarize your content and ask a question. Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. Find People.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

Stand Out builds on the premise that a great online presence is a function of distinctive content delivered through multiple channels with the assumption that interactions with constituents are part of the process. For example: –People post more content to social channels on Friday than any other day of the week, but Thursdays have significantly higher interaction rates.

Tips for Building a Quality Twitter Following

Paul Gillin

My philosophy of building a Twitter following has always been to provide interesting content about the Internet, digital media and publishing, with occasional excursions into my beloved Red Sox and New England Patriots. I breached the 10,000-follower mark on Twitter yesterday. marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it. When I publish something, others help me promote it.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

Only people can post content. It’s easy to measure the response to content you post. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. 1. Ask Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. 2. Make it Personal. LinkedIn is the only major social network that doesn’t permit brands to interact as members.

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’ve Been Writing A Lot Lately, Just Not Here

Paul Gillin

These publishers eschew search optimization in favor of creating content that people want to share. Short on content? Repackage  (BtoB magazine). A lot of marketers are frustrated by the perceived need to turn out a lot of content, but the problem is much more manageable if you reuse and repackage creatively. But my blog is still my home base. Photo credit: Scott Beale).

B2B Blogging Gets Publishing Discipline

Paul Gillin

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.&#. Two of the four finalists had hired professional journalists to oversee content. blog post and a writer were assigned in advance to ensure the creation of the content. 27 of the PDF).

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

Content. “Do you ever wonder who are the most active members of your communities or what content is most popular? The demo also shows integration with back-end content management systems so that community managers can share content such as PDFs and Word docs from within the Enterprise Content Manger directly with the community. Content Michael J. Analytics.

Social Marketing Hangover

Paul Gillin

These companies have got half of the equation right: They’re producing solid content. I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning. Blaming the Tools.

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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.

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

Good content sells itself. I prepared summaries for my upcoming Search & Social Double Whammy seminar on May 2 in Burlington, MA describing the “big three” social networks: Facebook, LinkedIn and Twitter. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. Perhaps you’ll find these basic explanations useful in some context. And if I’ve missed or misstated anything, I’d appreciate your corrections. Facebook & LinkedIn. Understanding Twitter.

What You Probably Didn’t Know About Editors

Paul Gillin

Content marketing, she writes, “has emphasized producing a high volume of content at the expense of producing content that people actually want to consume.” But repetitive, unremarkable content drives audiences away, which is the opposite of what marketers want to achieve. There are three types of editors: visionaries, copy editors and line or content editors.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Only about 10% of its content promotes Constant Contact services. A journalist contacted me with some questions about social media marketing that I hear quite often. thought I’d share my responses here. These These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should  do, and explain why they’re important. 1. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. Have metrics in place to measure results. Don’t lead with a sales pitch. Don’t be silent.

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

There are several aspects of this ever that I like: Minimal branding – Constant Contact intentionally keeps the focus on the content rather than its brand. It’s a low-key approach to branding that uses the quality of the content to validate the service. A couple of notable B2B efforts have caught my eye recently that I wanted to share. It respects its audience.

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.

IDC: US Tech Firms Underestimate Emerging Market Opportunity

Paul Gillin

These “green field” markets are building IT infrastructures around mobile technologies, adopting social media for content distribution and investing in “smart cities” at a faster rate than mature markets, Ng said. researcher. By 2018, those countries will outstrip the US on IT spending by nearly $100 billion. She listed five common misperceptions and realities. IDC Forecast.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

Basically, stop throwing content against the wall and start making it more meaningful. Geoff Livingston’s comments on creating trusted content are particularly good. I happen to be one of the 14 people quoted in this Dell e-book,  Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge. For example: Several of these experts see a strong year for Google+, while most believe Facebook is in for slow growth or even decline.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Manage Social Content. It describes four measures of content effectiveness that take into account multi-channel activity: Content-to-Contact Ratio, Comments-to-Content Ratio, Comments-to-Profile Ratio and Content-to-Share Ratio. I won’t describe these metrics in detail – you can find that in the e-book – but each speaks directly to the value of engagement.

Recommended Reading – 7/9/15

Paul Gillin

Ninja Guide to Content Creation: Top 10 Writing Tools – Content Marketing Institute. SlideShare Secrets to Stack the Decks in Your Favor – Content Marketing Institute. It’s a great way to increase the visibility of your thought-leading content by sharing slide decks that would otherwise be put on a virtual shelf. What 4.8 Read the post for 10 more.  .

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

Earth Knowledge is a Great Example of Content Curation

Paul Gillin

Founders Julia and Frank D’Agnese enlisted dozens of content partners like Alternative Energy News, BBC Earth Explorers, The Christian Science Monitor, European Environment Agency, the US Forest Service and the US Geological Survey to contribute content, which is summarized on “knowledge portals&# and linked back to the original source.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

Earlier in the week it used an in-line poll app to ask “ What content are you most excited to see on our Facebook page? &# Interestingly, videos and product announcements topped the list. It uses apps for Twitter, YouTube, Flickr and Foursquare to pull its content from other social networks into Facebook. Let’s look at some examples of what they do well. million likes*.

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Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

The marketers quoted here (I’m one of them) offer advice on how to create unique content that stimulates engagement, which is the currency of social media marketing. B2B Content Marketing Social Media Marketo I often cite marketing automation vendor Marketo as a shining example of a company that gives away great information as a way to promote its business.

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How Twitter Amplifies a Customer Attack

Paul Gillin

Twitter, Facebook, e-mail and other social networks are all amplifiers to some extent, but Twitter is unique in that its content is public. This makes Twitter a rapid vehicle for spreading long-form content like videos and blogs. 2009 study by Sysomos reported that 85% of Twitter users post less than one update per day, 21% have never posted anything and only 5% of Twitter users produce 75% of the content [3]. The target publication date is late 2012. I’ll be posting a few excerpts here during the next few months and would appreciate your comments. Order From Chaos.

Sensible Talk About Social Media Measurement

Paul Gillin

When you scan the table of contents, however, you’ll see nary a mention of those social networks. That chapter also features an eight-step process for analyzing social media content that keys in on core issues like understanding how the message was received, how it was interpreted and who did the interpreting. Volume 2. highly recommend it.

How to Calculate Social Marketing ROI

Paul Gillin

Her response: “When [our target audiences comes] to our site, they watch the videos and they are engaging with the content on the site. We think richer measures such as referring keywords, top content, bounce rate, average time spent on site, pages-per-visit and content analysis yield more actionable insight that will only get better. They include Indium Corp., EMC Corp. 1900%.

ComScore Data Illustrates But Also Obfuscates

Paul Gillin

Twitter doesn’t host any long-form content itself (like Facebook does) or frame others’ content (like LinkedIn) Finally, the whole idea of Twitter is not to have to spend a lot of time with it. Here are some thoughts on what the numbers indicate and what they hide. It does that very well. New data from research firm ComScore Inc. That about sums up my experience.

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Attack of the Customers Press Release

Paul Gillin

Paul Gillin is a writer, speaker and online marketing consultant who specializes in helping businesses use content to reach customers. I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now. It was more difficult than I expected! Links and tweets are appreciated, but Amazon reviews will get you undying devotion. Capacity to Destroy.

The End of ‘Social Media’

Paul Gillin

We used cell phones primarily for voice calls and content management systems less functional than WordPress cost a half million dollars. This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. The problem with much of the discussion is that it’s been focused on tools, and tools are far less interesting than what people do with them.