Chris Koch

JANUARY 8, 2010

There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. Let’s sit down and figure out our unique objectives and strategies before we do anything. I’m not saying we shouldn’t have objectives and strategies for social media. Create a content development process.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

DECEMBER 29, 2009

According to Razorfish, 44% of respondents said they were looking for exclusive deals or offers, while 24% said they followed the brand because they were customers and 23% said they followed in the hopes of getting interesting or entertaining content. B2B marketers can create that same expectation of value—of deals—through content.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

Chris Koch

JANUARY 15, 2010

We wrote about the typical concerns of a C-level executive, such as strategy, leadership, organizational design, and change management. But it was clear that he had no concept of how difficult it is to write clear, compelling content about complex subjects. The content engine. But a white paper isn’t just content; it is data.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

MAY 14, 2010

That means that marketers need to integrate social media with the larger marketing and business strategies. Ideas and content. We’re seeing a role that is sort of a director of ideas and content emerge. But we also need to teach them about the strategies for using those tools. What do you think? What have I left out here?

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

MARCH 12, 2010

Rooted in Michael Porter’s timeless work in business strategy, Treacy and Wiersema took it a step further with their three “value disciplines.”. Intimacy through content. We can do it with content. Social media reduces the incremental cost of content. Most of this is content we were going to produce anyway.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

APRIL 3, 2014

Fantasy league members generally view about seven times more content – text, video, and data – on NFL.com than non-fantasy users. . Web/mobile content. Brand, Reputation, and Positioning Latest Post Marketing Strategy Dallas Cowboys England Fantasy Sports Trade Association Liverpool Liverpool F.C.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

NOVEMBER 11, 2011

Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds. What do you think?

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

NOVEMBER 11, 2011

Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds. What do you think?

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

JULY 24, 2009

The things we do and the content we produce need to be contained within an IT system that can watch what we do and tell us about it. The system needs to be interactive with both prospects and salespeople so that they can rate and comment on the content. This is why we have to automate our way out of this problem.

Lead Qualification 100

Lead Qualification Marketing Automation Services Lead Scoring Lead Ranking 100

Chris Koch

AUGUST 5, 2011

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. But let’s put this all in context. What do you think?

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

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.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

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.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

JULY 31, 2009

Create content that is tied to (and signals) the different stages of the buying process. We need marketing content specifically targeted at that stage, as well as the more traditional stages like awareness and interest. He or she emphasizes one revenue generating process that both groups contribute to. What would you add to this list?

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

MARCH 19, 2010

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. Managing the conversation gives us ways to stretch our content further. Gather research. Seed discussions.

Social Media 100

Social Media B2B Thought Leadership Peer-to-peer Media 100

Chris Koch

DECEMBER 2, 2011

I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. Can campaigns coexist comfortably with a thought leadership lead nurturing strategy? Or will the campaigns just distract us from the need to do the hard work of a consistent relationship building strategy?

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. Can campaigns coexist comfortably with a thought leadership lead nurturing strategy? Or will the campaigns just distract us from the need to do the hard work of a consistent relationship building strategy?

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

FEBRUARY 26, 2010

We need a content engine capable of gaining the attention and respect of people who have never heard of us before. We gain their trust by reaching out to them with smart, engaging, educational content. We need to create that content. There is no social media strategy, only marketing strategy (thecustomercollective.com).

Social Media 100

Social Media Lead Generation B2B Thought Leadership Generation 100

Chris Koch

FEBRUARY 12, 2010

The most powerful example of one of these personally branded blogs is Web Strategy by Jeremiah, by Jeremiah Owyang , an analyst who left Forrester prior to the policy change. Content companies are different. Not from a company that tries to put strict controls on the ways its social media content is cited by others.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

NOVEMBER 5, 2010

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. They do their research on the web. What do you think?

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

JANUARY 31, 2014

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). Latest Post Marketing Strategy' A YouTube Prototype. We’ll let you know how that turns out.

Wikipedia 100

Wikipedia Youtube Profiling Video Marketing 100

Chris Koch

JANUARY 28, 2011

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.

Personalization 100

Personalization Forrester Brand Identity Branding 100

Chris Koch

JULY 10, 2009

It is a natural way to drive traffic back to your site for registration—as long as you have great content to offer. But Blake is on to something when he talks about a concept called passive profiling, in which marketers gather data based on the kinds of content they are offering to prospects rather than through forms. I don’t think so.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

MARCH 18, 2011

In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. 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. How do you link content to revenue?

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

OCTOBER 7, 2011

They are more likely to encounter our content through search than through the social media channels themselves. 9 attributes of the best thought leadership content (christopherakoch.com). ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. What do you think? Related articles.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

OCTOBER 7, 2011

They are more likely to encounter our content through search than through the social media channels themselves. 9 attributes of the best thought leadership content (christopherakoch.com). ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. What do you think? Related articles.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

NOVEMBER 12, 2010

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.). Here’s a new that model cuts out the two middle steps and rethinks the first and last steps. Is the era of PR over? christopherakoch.com). Tweet This Post.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

JULY 31, 2009

Create content that is tied to (and signals) the different stages of the buying process. We need marketing content specifically targeted at that stage, as well as the more traditional stages like awareness and interest. He or she emphasizes one revenue generating process that both groups contribute to. What would you add to this list?

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

APRIL 17, 2009

When it came time to present to the customer, salespeople used the toy retailer’s terminology, and marketers designed the proposal cover and contents to look like one of the company’s stores. Using that information, the marketers worked with the sales team to develop an account plan. Why aren’t more companies working like this?

Planning 100

Planning Process Work Management Verticals 100

Chris Koch

JUNE 26, 2009

Web Strategy by Jeremiah Owyang. It’s a great source of content and for people that I may want to follow. They summarize content from other blogs and thread multiple external posts on a topic together to add more context and meaning. They also assemble subject-specific lists of content and update them as needed.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

OCTOBER 30, 2009

There are two rivers of content at conferences. One is the river of planned content—the conference theme, the presentations, etc.; Tags: ITSMA Research Social Media ITSMA social media strategy social media technology. the other is the river of conversation that flows through the event at breaks, meals and receptions.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

MAY 21, 2010

I’m still looking to pin down incontrovertible evidence of this, but anecdotally I hear from people that when they get rid of qual forms for their content the amount of engagement increases exponentially. of the time any link that you put in a tweet is going to lead to accessible content. come at a price. What do you think?

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

JULY 24, 2009

The things we do and the content we produce need to be contained within an IT system that can watch what we do and tell us about it. The system needs to be interactive with both prospects and salespeople so that they can rate and comment on the content. This is why we have to automate our way out of this problem. Tweet This Post.

Top of Funnel 100

Top of Funnel Lead Scoring Lead Ranking Marketing Automation Services 100

Chris Koch

MARCH 26, 2010

One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. And while marketers can create some social media content, they can (and should) rely on their subject matter experts (SMEs) to create most of the stuff that’s going to build trust and relationships with customers.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

SEPTEMBER 17, 2010

Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. And they’re linking this content to their social media management strategies. What’s the point?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

SEPTEMBER 18, 2009

These brands all start to sound the same and there are so many variables at play—the usual business stuff like VC funding, marketing, strategy, management, funding, M&A, etc.—that Tags: Marketing Strategy Social Media Uncategorized B2B marketing social media strategy social media technology. What do you think?

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

NOVEMBER 24, 2009

One of the cornerstones of a social media strategy is having a clear set of corporate social media guidelines or policies. Employees should be encouraged to become part of the community by doing research and linking to other relevant content—not just their own. Encourage openness, honesty and transparency. Separate opinion from fact.

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

JULY 16, 2009

Give customers an opportunity to shape your strategy—and be accountable for following through. Use the customer council to feed an executive education program/forum whereby the content developed within the customer council is presented to a larger audience. Offer access to something that customers can get nowhere else.

Peer-to-peer 100

Peer-to-peer Practices Thought Leadership Best Practices 100