Paul Gillin

MAY 13, 2016

Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation.

Marketing Management 50

Marketing Management B2B Thought Leadership Service Thought Leadership 50

Paul Gillin

OCTOBER 5, 2011

HubSpot reports – The maker of “inbound marketing” software regularly sends alerts about new white papers, tip sheets and e-books that highlight best practices in social marketing. I bookmark many of its summaries for later use and frequently tweet two or three items out of an issue. I tweet almost all of them.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 50

Paul Gillin

MAY 13, 2010

These can be in the form of newsletter sign-ups, white paper downloads, requests for more information or invitations to view a webcast. Voice-annotated screen shows or PowerPoint slidecasts are also inexpensive ways to illustrate complex concepts. Is it easy to join your list? Are your pages easy to share?

B to B 50

B to B Marketing Websites Work Management Webcast 50

Paul Gillin

SEPTEMBER 8, 2010

That doesn’t mean publishing more promotional white papers. For example, marketers will no longer be able to push empty messages because they will simply be ignored. The only hope for marketing is to become a valued source of advice. Similarly, sales must evolve into more of a consultation and systems integration role.

Rules 50

Rules Organization Work Management Peer-to-peer 50

Paul Gillin

JUNE 24, 2010

First, we’ll compare the ROI of webcasts to white papers. What is the conversion rate of webcast viewers versus people who download a white paper? White paper. Let’s apply all the factors we’ve described above to two B2B social marketing scenarios. Start with historical data. Audience size. Conversion rate.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

JUNE 9, 2011

So if you’re going to create your own blogs, white papers, e-books and such, you should probably use professional communicators to help you do it. It’s a lot harder and costlier to train technology experts to write than it is to teach writers what they need to know to about technology. What’s that going to cost you? Media Dividend.

BtoB 50

BtoB Burn Rate Blogger Sample 50

Paul Gillin

FEBRUARY 16, 2012

jchernov has quote of the morning: “A lot of ppl have written a white paper but no one has ever read one.” .” #SMB26. cc_chapman calls Cisco’s @timwasher a “genius.” ” Tend to agree #SMB26. ” #SMB26. Thanks to @diginfgrp and @ConstantContact for a great session at #SMB26 this morning.

Marketing Proposals 50

Marketing Proposals Storytelling Advertising Mediums Tagging 50