Remove interests work

Chris Koch

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Why Brand Journalism Must Die

Chris Koch

We don’t report on the state of the world, we don’t investigate corruption, we don’t take controversial positions, and we focus only on the subject areas that further the interests of our companies’ missions to sell stuff. The best idea marketing is conceived, funded, created, and disseminated by a commercial interest in a commercial goal.

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The Worst Source of Work Conflict

Chris Koch

First, I worked in small companies for my entire career leading up to 2012, when I joined SAP, which is a huge company, and like any huge company, has its share of bureaucracy that was absent from my previous workplaces. But after two-and-a-half years working here, I’ve decided that both of those assumptions are completely wrong.

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How to build emotional engagement in B2B marketing

Chris Koch

I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology? We have to stop torturing ourselves trying to write interesting things about our dry technology. Even making a cat more like a person works.) Those two things are built into the process.

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Eight attributes of a thought leader

Chris Koch

Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Usually, that means experience that is deeper than the target audience has, or breadth of experience working across multiple companies or industries, or all of the above. Social media are growing up.

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How to get others to blog

Chris Koch

Here are some ways to do it: Send them what interests you. If you’re in tune with your SMEs, then what interests you should interest them (at least from a business perspective—no need to go nuts and take up golf). Okay, so you need to work for IBM to access it, but Skribit is available to the rest of us.). Buddy them up.

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The last of the anti-social marketing tactics

Chris Koch

Working with clients, not just for them. It is also interesting to note how many well-known B2B technology companies do not use taglines (at least not that I could see on their home pages): BMC, BT, Cisco, Deloitte , EMC , Juniper, Lenovo, Microsoft, Nokia-Siemens , Oracle, Pitney Bowes , Xerox. People matter, results count.

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The last of the anti-social marketing tactics

Chris Koch

Working with clients, not just for them. It is also interesting to note how many well-known B2B technology companies do not use taglines (at least not that I could see on their home pages): BMC, BT, Cisco, Deloitte , EMC , Juniper, Lenovo, Microsoft, Nokia-Siemens , Oracle, Pitney Bowes , Xerox. People matter, results count.