Paul Gillin

APRIL 18, 2012

Good content sells itself. Hundreds of virtual chats take place each week around Twitter hash tags in fields ranging from medicine to marketing to aviation. Facebook is the overwhelming favorite of business-to-consumer companies because the action is free-wheeling and fun.

Twitter 50

Twitter Linkedin Facebook Social Networks 50

Paul Gillin

JANUARY 6, 2011

Traditional marketing is campaign-oriented: Put a message in the field and then sort through the surge of leads and responses that come in. These companies have got half of the equation right: They’re producing solid content. Executives can then say “I told you so” until the market forces their hand. Lack of patience.

Social Marketing 50

Social Marketing Marketing Analytics Tools Peer-to-peer Paid Search Agency 50

Paul Gillin

JUNE 9, 2011

I imagine that in a highly technical field, like bio-engineering, the rate is even higher. Be sure to ask any prospective writer for samples of his or her work in your field of expertise. If you prefer to go the freelance route, stick with a small group of reliable freelancers rather than playing the field.

BtoB 50

BtoB Burn Rate Blogger Sample 50

Paul Gillin

OCTOBER 12, 2011

The series is underwritten by IBM, but the content is entirely my own. Those learnings from the field work their ways into the curriculums at the service academies within two to three weeks. Business analysts will become the new rock stars of the organization. Even organizations that are traditionally viewed as hidebound, like the U.S.

Enterprise Management 50

Enterprise Management Work Management Forecasting Burn Rate 50

Paul Gillin

SEPTEMBER 17, 2014

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. Editing is a thankless task.

Broadcasting 50

Broadcasting Network Marketing Press Efficiency 50

Paul Gillin

JANUARY 24, 2013

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. There have been plenty of books about social media marketing written by people (like me) who don’t do much of it.

Social Marketing 50

Social Marketing Marketing Management Social Media Youtube 50

Paul Gillin

MARCH 24, 2011

This is a great chance to take a snapshot of best practices in the field, and I was struck by this year’s entries in the corporate blog category. Two of the four finalists had hired professional journalists to oversee content. A blog post and a writer were assigned in advance to ensure the creation of the content.

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

MARCH 22, 2016

Big 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.

Social Media 50

Social Media Media Social Marketing Click Rate 50

Paul Gillin

DECEMBER 15, 2010

Wikibon.org did this to great effect this summer, presenting data storage growth in terms of iPads stacked on the playing field at Wembley Stadium. According to Eloqua content director Joe Chernov : Our vision is to make this graphic as interactive as possible. This one has a twist.

Eloqua 50

Eloqua Blogger Tagging Display 50

Paul Gillin

JANUARY 12, 2011

By that metric, pages 157-168 of Content Rules are worth the cover price alone. I thought I was pretty savvy about creating content, but authors C.C. Content Rules doesn’t pretend to be a visionary treatise on the future of social media. Both can describe the same content, but which do you think is more likely to grab attention?

Rules 50

Rules Social Marketing Content Blogger 50