Chris Koch

JANUARY 8, 2010

That means social media are extensions of our content development and dissemination processes. By creating content that offers relevant, timely, and useful ideas and education for buyers at all stages of the buying process, we create the incentives for buyers to engage with us in conversation and community. The rest is promotion.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

JUNE 18, 2012

The posts won’t be controversial so much for the content itself (although I hope that that happens eventually) as for the way I’m presenting it. I’ll also name the writers that I have working with the SMEs as we are doing interviews and working towards the “final” products: white papers, videos, etc.

Social Media 100

Social Media Media Communities Transparency 100

Chris Koch

OCTOBER 22, 2010

This is where we as marketers need to provide more content—but not sales content. This content must be like what the press used to provide, objective, idea-based, and educational—not selling. Put another way, we have to use content to establish a relationship with buyers where our salespeople can’t. What do you think?

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

AUGUST 21, 2009

What types of thought leadership vehicles (councils, conferences, white papers, social media, etc.) If those pieces are missing, thought leadership will be left to marketing, where it will either mutate into thinly veiled sales content or die out altogether. Create a content development process.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

What types of thought leadership vehicles (councils, conferences, white papers, social media, etc.) If those pieces are missing, thought leadership will be left to marketing, where it will either mutate into thinly veiled sales content or die out altogether. Create a content development process.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

MARCH 25, 2011

Few go so far as to specify the number of ideas or idea-based content that these people are expected to produce each year, but they have made idea development a part of the yearly review discussion. Some companies have companywide competitions for the best ideas or the best white paper. Give them the tools to think.

Social Media 100

Social Media Organization Peer-to-peer SME 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

FEBRUARY 24, 2010

What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. Looking at social media in isolation distracts us from the real revolutionary trend, which is that marketing strategies need to shift to an emphasis on content and relationships.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

JANUARY 22, 2010

Aside from the corporate, a blog is the mother ship of social media interaction and content. within a Tweet, you can track how many people click on the content link you offer in your tweets. For example, the landing page could be for a LinkedIn group you manage rather than the traditional white paper, newsletter, or Webinar.

Social Media 100

Social Media ROI Lead Ranking RSS 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

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

FEBRUARY 5, 2010

Idea marketing is not purely about the nature of the content (Gartner’s definition sounds like it intends the output to be white paper to me). What types of vehicles (councils, conferences, white papers, social media, etc.) There are two parts to idea marketing: idea development and content dissemination.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

DECEMBER 28, 2010

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. This is a typical comment: “I’ve got plenty of content. Do you call that ROI? General Marketing.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100