strategy 
Chris Koch
NOVEMBER 13, 2009
For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether. So even if there is no reason to have an active social media strategy, there is every reason to have a passive one. I think that’s short sighted.
Chris Koch
NOVEMBER 13, 2009
For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether. So even if there is no reason to have an active social media strategy, there is every reason to have a passive one. I think that’s short sighted.
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Chris Koch
JANUARY 29, 2010
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.
Chris Koch
JANUARY 29, 2010
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.
Chris Koch
MARCH 4, 2011
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. It’s not that the journalists have gotten lazy; it’s a problem with the business model for B2B publishing. Marketers always struggle with what to do next.
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 that’s only part of the answer.
Chris Koch
AUGUST 21, 2009
It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Most people start with strategy. But starting with strategy assumes a need that may not be there. Then when people start to question your strategy (and they will), you can show them the numbers. Research the need.
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