Chris Koch
MARCH 23, 2012
If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. This person responded with a good question: How would you like it to read and sound? Challenging.
Chris Koch
MARCH 18, 2011
Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. Hope to meet you live, in-person soon!
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Chris Koch
JANUARY 21, 2011
Social media have created so much noise that it’s becoming more difficult for the good old white paper to stand out. The social media noise is personal. The characteristic that stands out is that these channels are all more personal than more traditional content. All of the best blogs are personal.
Chris Koch
MAY 21, 2010
Facebook has built its business model around gathering as much personal information about us as possible. And just as our traditional thinking about qual forms is failing, so will Facebook’s personal-information-as-currency model. That price is personal information, company information, and buying intent. come at a price.
Chris Koch
FEBRUARY 24, 2010
It’s hard to imagine that kind of a complex, long-term, multi-person relationship ever happening entirely or even mostly in social media. The trust leads to a more personal relationship and hopefully, a purchase. At the C-level especially, face-to-face remains the killer app for everyone involved.
Chris Koch
JULY 16, 2010
Through our events, white papers, videos, whatever, we must prepare our audience to experience that waking dream. Awaken personal aspirations. Coppola was just leading me by the hand through his vision of the Godfather (and I’m really grateful that he did, don’t get me wrong). Create emotion.
Chris Koch
MARCH 12, 2010
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. We tend to think of intimacy as being personal—something for the salespeople. Think of social media management as filling in the gaps.
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