Chris Koch

Trending Sources

9 attributes of the best thought leadership content

Chris Koch

Great ideas are better when they are presented in the context of a story with a beginning, middle, and end. The ideas should be presented against a backdrop of deep contextual understanding and experience. Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. Provocative. Differentiated. No “me too” ideas allowed.

Best 77

What the slow death of B2B publishing means for marketers

Chris Koch

In fact, buyers are hungrier than ever for good ideas presented in an objective way that target their specific needs. Meanwhile, Google, which has become the biggest ad agency of them all, gets rich by presenting hungry content seekers with links to JC Penney. Marketers always struggle with what to do next. There so many channels out there and so little time. Try all of them.

Is ghost writing in social media right or wrong?

Chris Koch

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’m going to channel other people’s ideas, not my own. wanted to present the core arguments here to see what you think. Here my arguments for letting me present others’ ideas from the SCN post and adapted for your consideration here: Most people—even really smart people—can’t write worth a damn. You can read the entire post here. It introduces me to the community and explains what I’m planning to do.

Is “social media campaign” an oxymoron?

Chris Koch

The presentation mostly hypes Eloqua’s Facebook campaign, but a couple of things stood out for me. If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. would have had only slightly less disdain for the audience for these campaigns. Fly-by-night opportunists hoping to win your Facebook sweepstakes. Win or lose, after the contest is over, they’d ditch you as quickly as a toddler dispatching a fistful of broccoli.

Content Marketing Playbook: Strategy and Roadmap

storytelling assets. D: Conducting a gap analysis to identify the topics, per- spective, or voice that present opportunities to reach. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. publisher.”

How to measure influence in social media marketing

Chris Koch

Social media present us as individuals seeking status within a community, which is something that humans have been working at since our days as monkeys. Influence is usually presented in the context of figuring out who is engaging us and who we should be engaging with. Image via Wikipedia. Influence is the ability to affect others in their thinking or actions. The monitors.

Why you need to turn your customers into stalkers

Chris Koch

By picking some individual stars and promoting the hell out of them, we present a more intimate face to all buyers—not just the ones who know us. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey. So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do. The social media noise is personal. Marketers as paparazzi.

Media 30

Stop doing PR. Start doing visibility.

Chris Koch

Those people may receive media training, presentation and speaking training, etc. Thanks for the great comments on last week’s post, “Is the Era of PR Over.&# Okay, so if the traditional model for PR is failing, what do we do instead? Most journalists have discovered social media as an important research tool. And research shows that even the stodgiest C-level executive does at least three web searches per day. Every company needs a guard dog or two to be around in case of a PR disaster. to prepare them to be public representatives of the company. Outreach. Gatekeeper. Placement.

Thought leadership is still dead; long live idea marketing

Chris Koch

Marketers must become publishers, with a process for refining and presenting content through various vehicles (such as conference presentations, white papers, social media, etc.). So much of what passes for thought leadership these days is little more than warmed over brochures. It may look better and read better than a brochure, but it’s still a brochure because it emphasizes our products and services over the needs of the people we are trying to reach. Last year, I wrote a piece that talked about why thought leadership is dead and why we needed a new term to describe it. Yikes.

B2B 24

Is the era of PR over?

Chris Koch

For example, if the agency-managed interview leads to bad press, the guard dogs can show that they are managing risk for the company by blaming and firing the agency (agencies are used to this and work with many different companies in order to manage the ever-present risk of getting fired). Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e., a journalist) and the customer’s customer (i.e., Guard dog PR.

PR 20

13 qualities of a good social media voice

Chris Koch

On the other hand, if you’re only trying to reach the techies, jargon may be expected, as marketer Jed Sundwall points out in this excellent presentation, Finding Your Social Media Voice. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. Communal.

B2B 16

B2B Marketing Trends for 2016

magazine, and presented at blogging and social media conferences. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

There is only one objective in social media: create learning networks

Chris Koch

Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). So for example, a tweet or a posting in a LinkedIn forum leads to blog post, which leads to a video, which leads to a conference presentation, white paper, or private event for top customers. There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. And yes, we are all unique. little. Not in our businesses, though.

Media 13

15 qualities of a good social media voice

Chris Koch

On the other hand, if you’re only trying to reach the techies, jargon may be expected, as marketer Jed Sundwall points out in this excellent presentation, Finding Your Social Media Voice. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. Relevant.

B2B 12

How to get others to blog

Chris Koch

Then make a plan for hitting those topics in as many different types of content as possible (blog posts, conference presentations, videos, etc.) so that buyers can consume the information in any form they choose. One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. Marketing is the default head of social media management in most companies. It’s no surprise. Creating content such as blogs is hard. That’s why marketers have to step in and help out. Here are some ways to do it: Send them what interests you. Filter research.

Want proof that the C-suite is into social media? Here it is.

Chris Koch

One is the river of planned content—the conference theme, the presentations, etc.; There are two rivers of content at conferences. the other is the river of conversation that flows through the event at breaks, meals and receptions. This is where you get the dope on the shared challenges of the attendees. We just wrapped up our ITSMA Annual Marketing Conference this week and the strongest current driving the river of conversation was social media. Specifically, frustration over how to use social media to reach the C-suite. CEOs Use Social Media More than Other Buyers. What do you think?

B2B Marketing Trends for 2016

magazine, and presented at blogging and social media conferences. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

The power of self-regulation in customer relationships

Chris Koch

In this video of a conference presentation Zane did (don’t bother with the whole thing, just scroll down in the box marked “Chapters” to “Zane’s Cycles”—it’s short and sweet), he offers the bowl to people in the audience and asks them to take from the bowl. Simple things seem to be the most powerful, don’t they? Image via Wikipedia. Clear, simple product that everyone understands, right?

How much do you “charge” for your content?

Chris Koch

As publishers are able to present content that doesn’t look like crap like it does on a web browser, they can charge more and advertisers can grab more attention. Image via Wikipedia. Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). That has to change.

Is “social media campaign” an oxymoron?

Chris Koch

The presentation mostly hypes Eloqua’s Facebook campaign, but a couple of things stood out for me. If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. would have had only slightly less disdain for the audience for these campaigns. Fly-by-night opportunists hoping to win your Facebook sweepstakes. Win or lose, after the contest is over, they’d ditch you as quickly as a toddler dispatching a fistful of broccoli.

9 attributes of the best thought leadership content

Chris Koch

Great ideas are better when they are presented in the context of a story with a beginning, middle, and end. The ideas should be presented against a backdrop of deep contextual understanding and experience. Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. Provocative. Differentiated. No “me too” ideas allowed.

B2B Marketing Trends for 2016

magazine, and presented at blogging and social media conferences. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

How to squander your leadership in social media

Chris Koch

It all leads back to the mother ship in the end—via reports and presentations that are better and more fully informed than they would have been. Social media experts often chide marketers about control. The experts say that in the new era of social media, marketers need to stop delivering tightly-scripted, one-way messages and start engaging in uncontrolled, transparent conversations with customers and prospects wherever those conversations happen. That’s why a change in the policies of perhaps the leading voice for social media, Forrester , has bigger implications than it may seem.

How much do you “charge” for your content?

Chris Koch

As publishers are able to present content that doesn’t look like crap like it does on a web browser, they can charge more and advertisers can grab more attention. Image via Wikipedia. Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). Yet while generally we can’t put a price tag on our content, we do charge for it. The price is the forms we make people fill out to download white papers or sign up for events. That has to change. Privacy. Intention.

Why B2B marketers hate social media

Chris Koch

The first hurdle for B2B marketers in developing a social media strategy is presenting a case for why their companies should be involved in social media at all. In a recent post, I offered some hard research data to support the growing importance of social media to B2B. But this time I want to address the legitimate concerns that ITSMA clients give us when we talk about the wonders of social media. The case for social media isn’t just about showing how buyers are flocking to social media. What’s really different with social media? The End of Control. Why B2B? Tweet This Post.

The five components of a successful thought leadership program

Chris Koch

Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Here are my thoughts on the big pieces. Please tell me what I’ve gotten wrong or left out. 1.

The five components of a successful thought leadership program

Chris Koch

Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Here are my thoughts on the big pieces. Please tell me what I’ve gotten wrong or left out. 1.

16 best practices for creating customer councils

Chris Koch

Use the customer council to feed an executive education program/forum whereby the content developed within the customer council is presented to a larger audience. I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started. Vet potential members careful to make sure they are all genuine peers. Market change. Policy change. Organizational change. No selling—ever.

16 best practices for creating customer councils

Chris Koch

Use the customer council to feed an executive education program/forum whereby the content developed within the customer council is presented to a larger audience. I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started. Vet potential members careful to make sure they are all genuine peers. Market change. Policy change. Organizational change. No selling—ever.

Five reasons why B2B marketers should be in social media even if their companies are not

Chris Koch

That presents a big challenge for marketers trying to monitor what’s being said about their brands. To be successful with social media marketing, we are going to have to become social media guinea pigs. We are accustomed to creating programs and campaigns and then standing back and observing them. Social media will demand involvement that is much more personal. That’s why it’s important for us to start building our expertise in social media today, even if social media isn’t yet at the top of our marketing agenda (and our research shows that among B2B marketers, it is not).

Praise the Lord and pass the tweets!

Chris Koch

I’ve done enough presentations about web 2.0 to see that the sessions tend to fall into one of two categories: revival meeting or therapy session. present the usual stats showing web 2.0 This week, I experienced both. Most of my web 2.0 sessions are with marketers from big B2B technology companies and I often experience deep cynicism, even anger, from people who question whether web 2.0 has any value for marketing. taking off generally, and ITSMA research showing increased uptake by their peers in B2B. But it doesn’t sink in. Yesterday was different. It will come.

Bring marketing into the account planning process

Chris Koch

When it came time to present to the customer, salespeople used the toy retailer’s terminology, and marketers designed the proposal cover and contents to look like one of the company’s stores. Our research shows that we may have found something: account planning. For a company’s most important (i.e., biggest) accounts, good account planning is essential. But sales is under all kinds of pressure these days and we’re finding that many salespeople simply don’t have the time—or the inclination—to do real in-depth research on their accounts. Are you?

Presentations Need More Dragons: Corporate Storytelling Techniques

B2B Marketing Insider

You know, deep in your heart, what presentations lack. As a content strategist for a presentation design firm, my company wages war against […]. The post Presentations Need More Dragons: Corporate Storytelling Techniques appeared first on Marketing Insider Group. Free doughnuts, yes, but they are also devoid of excitement, clarity, and fun.

The Ultimate Presenter Checklist for Running (Seemingly) Flawless Webinars

Act-On

If you’ve been asked to be a presenter for an upcoming webinar – congrats! Webinar presenters are most often chosen because they are articulate, engaging, and an expert in their field, so kudos to you. It’s an honor, but it can be a lot of work, and even a bit stressful, especially if you are new to the webinar presenter game. Happy presenting! But that’s ok.

Four new effective presentation techniques you can use right now

grow - Practical Marketing Solutions

I recently had the opportunity to observe some great speakers — Mitch Joel , Tom Webster and Laura Fitton and I learned a few things that I am incorporating into my keynote presentation style. Tom Webster did something I had never seen before in a presentation and it was very effective. Was it because my presentation was the best? think they’ll help you too.

A stunningly simple path to creative business presentations

grow - Practical Marketing Solutions

Thanks to Haiku Deck and Slideshare , there is no excuse to create lousy slide presentations any more! A few month ago, I became aware of a mobile app called Haiku Deck that allows you to create impressive slide presentations right from your mobile device. I had not used it much but I had it in the back of mind in case I needed to make a presentation in a hurry! Frustrating.

10 Fun and Interesting Presentation Ideas

grow - Practical Marketing Solutions

At some point in every business person’s life, you will have to give a presentation and if you’re like me, it can still be an anxious experience. have given hundreds of talks and presentations and here are 10 ideas to help you get over the nerves and into some presentation sizzle. By now, there should not be a presenter on earth talking from a list of bullet points.

8 Easy ideas to make your presentation memorable

grow - Practical Marketing Solutions

That’s a difficult feat, even for the best presenters. Let’s take a step back and consider how people actually learn from a speech. A few years ago, a research team led by  Stephen Kosslyn  and composed of experts from three universities studied how presenters could improve their public speaking. If there is any disconnect with these steps your presentation will fall flat.

Stop presenting- Start engaging!

Kaon

Here is an “inconvenient truth” that all sales and marketing professionals need to understand immediately: No-one wants to sit through a presentation on your products and services. No more sales presentations – these have gone the way of the printed brochure. Just stop doing that. ”   Watching the reaction of the two executives was telling.

The 25 Best Slideshare Presentations Of 2013

B2B Marketing Insider

So I looked through the most popular presentations published in the last 12 months and picked the top 25 slideshare presentations of 2013 for business leaders, marketers and growth hackers. The 25 Best Slideshare Presentations of 2013. 1. million pageviews, Mary Meeker does it for the 2nd year in a row as one of the the top presentations of the year on Slideshare.

Best 150

39 Perfect GIFs For Your Next Presentation

B2B Marketing Insider

Bad presentations are painful. For both the presenter and the audience suffering through it, these can feel like dying a slow death. So how can you ensure your presentation doesn’t result in your audience falling asleep in front of you? When you’re presenting some confusing information…. Finally, when you thank your audience at the end of your presentation .

Presenting a Webinar? Build an Emotional Connection with Your Audience

Act-On

The success of the webinar is largely contingent on how articulate and trustworthy the presenter is, and how well the presentation addresses genuine audience concerns. Caution: Don’t choose subject matter that your organization, or the presenter, is not extremely familiar with. Will that presenter be you? So why spend the time, resources, and energy to host a webinar?

Marketing to Engineers Requires Accurate and Truthful Content Presented Logically

Industrial Marketing Today

They are actively looking for reliable information about advancements […] The post Marketing to Engineers Requires Accurate and Truthful Content Presented Logically by Achinta Mitra appeared first on Industrial Marketing Today. Engineers regardless of their experience are concerned with keeping their skills current and their technology knowledge up to date.