Paul Gillin

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Bidding Fond Farewell to BtoB Magazine

Paul Gillin

I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. have worked with BtoB for nearly seven years, publishing about 120 columns and articles during that time. My association with BtoB began as a happy accident. Length limits are a great way to improve your writing.

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McCarthy 2.0

Paul Gillin

Watching the whole post-convention Trump campaign unfold, I can’t help thinking of the McCarthy witch hunts of the 1950s and wonder if this is a distant mirror 60 years later. I watched Khiza Khan and his wife on TV tonight, again attempting to defend themselves against charges that no one in their position should have to confront – that they somehow represent what is bad about Islam.

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What You Probably Didn’t Know About Editors

Paul Gillin

One of my most rewarding moments was seeing a writer whose crude skills I had helped shape years ago receive a Nieman Fellowship. This morning I spent 45 minutes cutting an article by a technology marketer by one-third. When I finished, the piece was better than when I started. And that made me happy. love editing, and I’m not ashamed to admit it. The solution is better editing. Wrong.

Cool & Useful Sites for the Holidays

Paul Gillin

The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. It makes it easy for you to get recommendations and tips for what to do (whether you are heading home for the holidays or on a dream vacation) from your friends who already know you and your interests and needs, helping you travel better. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like, Wantful and Trippy. Definitely bookmarkable. Skype . YapTV.

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Content Marketing Playbook: Strategy and Roadmap

cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.

Five Tips to Make Your Writing Sparkle

Paul Gillin

What tricks have helped you become a better writer? Now that we’re all publishers, writing has become a core skill for marketers. love good writing, and whenever I get the chance to teach it, I share these five tricks I’ve learned to make anyone’s writing better. 1. Write in Pictures. It’s the single best piece of writing advice I’ve ever had. Tell stories.

My New Book, ‘Attack of the Customers,’ is now available

Paul Gillin

One thing I discovered in writing the book is that mainstream media attention is essential to helping a cause go viral. certainly could use your help. An idea I’ve been kicking around for a couple of years became a formal book project in January. Eleven months later,  Attack of the Customers  on sale on Amazon ! Farming Out Customer Care. Goodbye to all that, and good riddance.

How to Summarize Content for a Business Audience

Paul Gillin

It also provides context for why the facts are important and filles in background information that helps the reader understand how this new information moves their understanding forward. Still, the trend in weekly unemployment claims has been positive and offered hope that a better job market could help lift a sluggish economy later this year. Just the Facts? Key Point. Key Takeaway.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

Success in social channels is all about helping other people. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. 1. Ask Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. 2. Make it Personal. LinkedIn is the only major social network that doesn’t permit brands to interact as members. Only people can post content.

Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?

Social Marketing Wisdom From a True Practitioner

Paul Gillin

Stand Out Social Marketing starts a little slow, but if you stick with it you’ll be rewarded with truly actionable insight that can help your whole company become more social. This new book comes from Mike Lewis, who is head of marketing at Awareness Networks, a personal friend and one of the nicest guys I know. This book is worth its cover price for chapter 4 alone.

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Social Marketing Hangover

Paul Gillin

Many return to achieve their potential after time and other technology advancements help them along (PCs, the Internet) and a precious few continue rocketing up the adoption curve without any slowdown whatsoever (smart phones). responded that no slight was intended. Anyone who’s watched technology for a while is familiar with the lifecycle of innovation. Blaming the Tools. So Now What?

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What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Your principal goal should be to help people solve problems and make smarter decisions. Be helpful and sales will come. A journalist contacted me with some questions about social media marketing that I hear quite often. thought I’d share my responses here. These These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should  do, and explain why they’re important. 1. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. Have metrics in place to measure results.

Security Tips for Social Netizens

Paul Gillin

How can you not stop to help out a friend who’s marooned in an overseas village somewhere after his wallet and passport were stolen? I’ll admit that I was taken in the first time I got a tweet like this: “You gotta see this! Digital Defense,a security assessment and software firm, has published this free guide to the most common security dangers in social media.

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Staffing and Launching Your Content Marketing Program

to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

I was delighted when B2B Marketing Zone – a website and newsletter that I devour – asked me to be one of 25 contributors to its “ B2B Marketing Trends for 2016 ” e-book. love this content concept, and it’s an idea more B2B marketers could adopt. Your contributors will be flattered to be included and you will get to tap into their often substantial followings.

Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

For example, a sales rep trying to close a deal with a German company can discover an accounting employee who speaks fluent German and leverage that person’s skill to help get the business. About 15 years ago the CEO of the company where I worked decided that it was important that employees should learn to use the technology they were writing about. There was even a NeXT machine.

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B2B Blogging Gets Publishing Discipline

Paul Gillin

Another defined the blog’s mission as being “to provide actionable and thought-leadership content for customers and prospects on…topics the company’s product helps optimize.&#. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. 27 of the PDF). For obvious reasons, I can’t identify the finalists).

Tips for Building a Quality Twitter Following

Paul Gillin

When I publish something, others help me promote it. I breached the 10,000-follower mark on Twitter yesterday. marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it. have never played games to run up my follower count and I only tweet about stuff that interests me. The people who follow me have no incentive to do so other than to discover and learn from information I share.

Study: How Much of Your Content Marketing Is Effective?

on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?

Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

The fact that Dry Max looked on the surface to be a cheaper diaper didn’t help. This an excerpt from the opening chapter of  Attack of the Customers: Why Critics Assault Brands Online and What You Can Do About It  by Paul Gillin and Greg Gianforte. It’s due to be published this fall. However, Rosana Shah of Baton Rouge, LA was not impressed. Standoff. That was an important step.

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

For example, 58% of marketers who have used social media for more than three years say it has helped boost sales. I often cite marketing automation vendor Marketo as a shining example of a company that gives away great information as a way to promote its business. They report encouraging results. Check out “ How to Use Social Media for Lead Generation.” It’s

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

This helps a business to understand in near real-time how customers are reacting to news or a new product and how that’s reflected in sales from transaction systems. ” Dr. Burns was able to apply the lessons he learned to helping physicians in Guatemala City save a girl there who suffered from a similar condition. Michael J. “I found out I was part of a community.”

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IBM’s Beck: Social Business is About Enablement, Not Control

Paul Gillin

It’s basically using social stuff to do work stuff,” he said. A key value of social networks to our daily lives is that they make it easier to find people who can help us get answers and save time, so why not apply those same goals to sales? They hang out where customers hang out, build relationships and help them become part of our family,” he said. Photo via

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Would spending more money help? tools can help companies maximize their efficiency. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. But brands.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Not surprisingly, the company has tools that help in many of these areas, but that’s one reason its research is so useful: The recommendations are based upon the experiences of more than 100 customers. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. Monitor Social Conversations.

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

Other new stuff that they’re doing (and this comes directly from the press release): The industry’s first online design hub – the element14 knode – designed to help engineers accelerate design and development and bring products to market faster than ever before. A couple of notable B2B efforts have caught my eye recently that I wanted to share. This is a commerce play, incidentally.

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How Twitter Amplifies a Customer Attack

Paul Gillin

The hash tag (#), which was created by the Twitter community to help bring order to the service’s inherent chaos, has become one of the Internet’s most powerful organizing and amplification tools. It’s helped Twitter become a core utility for arranging everything from book signings to mass protests.  It’s also established the popular microblog service as a prime channel for customer complaints and a favored tool of the critics we call “Casual Complainers.” Now, thanks to the Internet, we know this is not true. Were he speaking it today, he might refer instead to Twitter.

Unfair Rap on Gates

Paul Gillin

Since leaving Microsoft in 2008, Gates has all but disappeared from the industry he helped create, devoting himself instead to his foundation. Bill Gates at the World Economic Forum ,2007. Photo credit: Wikipedia). Bill Gates is getting bashed over comments he made that are critical of capitalism, and I think he’s getting a bad rap. Microsoft was his way to make the Foundation real.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

IBMer: ‘Social Selling’ Is a Sales Process in Itself

Paul Gillin

It’s no secret that the factors that motivate salespeople to change the way they work have to be pretty simple: Help them spend more time selling and less time scrounging for information and telling managers what they’re doing. The management team is helping the seller sell instead of asking why they aren’t selling,” Burnette said. Familiarity Breeds Intent.

Got a Cause? Pen a Poem. Win 10 Grand.

Paul Gillin

There’s also a Blogger’s Choice Award, whereby a randomly selected blogger who helps promote the program (like me) gets to choose an applicant to receive a $1,000 cash grant. It’s tough raising nickels and dimes. In even the most prosperous times. One new course of action. That might get some traction. Is pitching nonprofits in rhymes. OK, so I didn’t miss my calling as a poet.

Groupon Digs the Hole Deeper

Paul Gillin

This company clearly needs some help in crisis communications, though. It’s tweaking the endings of the ads to make the tie-ins to charities clearer, and I suppose that helps a little. The Groupon ads, which were intended to be parodies, used celebrities to stage mock public service announcements that ended in pitches for Groupon’s coupon service. advertising marketing

Gordon Gekko is So Last Century

Paul Gillin

Just like they did with e-mail and the Internet, Eighty-two percent of emerging market professionals and 41% of developed market professionals agree that blogs, information from social media or crowd-sourced information on the Internet are highly useful in helping to understanding an issue or news item.  More evidence that the values of the modern workforce are changing not just in the U.S.

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Evangelizing a Content Marketing Program

how content marketing helps generate. strengths, and where do you need outside help? “ The entire ecosysystem is competing. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Why This Guide 6 III. Marriott, then 76.

Attack of the Customers Press Release

Paul Gillin

New Book Explores Recent Epidemic  Of Online Customer Assaults on Businesses.   ‘Attack of the Customers’ Helps Marketers and Business Owners Manage and Prevent  Reputation Threats Carried on Blogs and Social Networks. Paul Gillin is a writer, speaker and online marketing consultant who specializes in helping businesses use content to reach customers. Capacity to Destroy.