Chris Koch

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How much do you “charge” for your content?

Chris Koch

The price is the forms we make people fill out to download white papers or sign up for events. But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks.

article thumbnail

How much do you “charge” for your content?

Chris Koch

The price is the forms we make people fill out to download white papers or sign up for events. But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks.

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Social media isn’t enough. We need a marketing transformation.

Chris Koch

At ITSMA, we’ve seen investments in the things that we used to identify as the key contributions of marketing—like advertising, brochures, events, and trade shows—shrink consistently. We couldn’t measure the effectiveness of events and trade shows, but sales people saw the crowds at the booth and the bar and so it didn’t matter.

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Social media raises the bar for customer intimacy

Chris Koch

Chunks and snippets of white papers sprinkled through social media like breadcrumbs in the forest let us deliver value and build trust by providing content at a higher level of frequency. Social media is a channel for raising the level of intimacy that we have with customers and prospects with that content.