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.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

JANUARY 15, 2010

But it was clear that he had no concept of how difficult it is to write clear, compelling content about complex subjects. Marketers today are in the same position I was with that sales guy in 1995: Wondering how to explain the value and difficulty of creating clear, compelling content about a complex subject. The content engine.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

AUGUST 16, 2011

Anecdotally, we hear that content gets exponentially more clicks when there’s no registration form attached to it. Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? Privacy is a concern in B2B, too.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

Anecdotally, we hear that content gets exponentially more clicks when there’s no registration form attached to it. Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? Privacy is a concern in B2B, too.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

MARCH 12, 2010

Intimacy through content. We can do it with content. Social media reduces the incremental cost of content. Social media is a channel for raising the level of intimacy that we have with customers and prospects with that content. Most of this is content we were going to produce anyway. Unspoken intimacy.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

OCTOBER 6, 2009

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.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

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.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 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. Visibility.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

NOVEMBER 13, 2009

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. And there’s good reason to be terrified.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. And there’s good reason to be terrified.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

OCTOBER 12, 2009

We’re all looking for the revolution to happen within the tools, but where the revolution is occurring is in the content that feeds those tools. In tracking B2B marketing through Twitter, I find a ton of great content being shared through blogs whose creators have already swamped the output of trade magazines.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

OCTOBER 1, 2010

Content is replacing salespeople in the earliest stages of the buying process. If buyers find your content you’re a step ahead. That’s where the trade magazine explosion of the 60s-90s came from. Heck, I remember a trade magazine about coin-op laundromats! Marketers can never be thought leaders! Like these answers?

Thought Leadership 100

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

Chris Koch

DECEMBER 28, 2010

People who sell your trade secrets on the internet will go to jail. 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. Optimize your content for phones. Do you call that ROI?

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

NOVEMBER 20, 2009

The pool of information they are sifting through contains an increasing amount of social media content. The trade press is dying. Trade magazines are imploding as marketers continue to pull out of print advertising. and ad pages by 30.3%, according to American Business Media, a B2B trade association. Marketing factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100