Paul Gillin

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Gems from Godin

Paul Gillin

The great new ideas come from people working at the extreme outer edges, not the normal middle. Mass won’t work any more. Seth Godin keynoted the #Inbound13 conference in Boston this morning, serving up his usual bounty of great quotes. Godin’s overarching point: We are moving from the age of mass to the age of connection. Quotes are more or less word-for-word.

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Bidding Fond Farewell to BtoB Magazine

Paul Gillin

have worked with BtoB for nearly seven years, publishing about 120 columns and articles during that time. The staff has always been a joy to work with, and BtoB has played a critical role in my own education about the transformation of media. Ellis had worked for me at Computerworld years before and our mutual geekiness had cemented a friendship. Related articles.

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How to Get Salespeople Aboard the Social Media Train

Paul Gillin

Ask for a blog entry on what they like best about sales, why they came to work for your company or 10 reasons to love the local football team. One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. think they’re worth sharing. Information is competitive advantage in sales. Lemons into Lemonade.

Stop Talking! I’m Trying to Listen!

Paul Gillin

He also tweaks the practice of content curation if it’s done simply to build one’s social profile on the back of others’ work. Three years ago I routinely advised clients to spread their content around liberally through multiple channels as a way to reach the largest possible audience. Today I would recommend none of those things. Shhhhhh! Beyond Social Media.

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Content Marketing Playbook: Strategy and Roadmap

back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. relaunch while working for Group SJR, a content mar- keting agency. Everywhere I had been working felt like. death—’This magazine is going to close,’ ‘We’re working. that’s proven to work—one we’ve refined after helping. We are still working on freaking really hard.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

And given access to social networks at work, people will use them to play and waste time. The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees. Same Old Song and Dance. Playing pays off.

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This Brand Ambassador Program Goes Against the Grain

Paul Gillin

Founder Dave Balter  (right) has worked on hundreds of brand ambassador program since 2001. Human beings just don’t work that way. The PR agency for a startup called Social Rebate has been asking bloggers to comment on the company’s somewhat novel approach to brand ambassadorship. have some strong feelings about this topic, so I’ll oblige. Not really.

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What Makes a Good B2B Online Video

Paul Gillin

You see this in a lot of do-it-yourself videos, particularly if they’re composed in a work environment. I spent some time with comic video whiz Tim Washer  (also @timwasher ) at B2B Forum last week, and he followed up with a few questions about how B2B companies are using online video as part of their content marketing programs. would add Cisco to that list. Ronald Reagan knew this.

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What You Probably Didn’t Know About Editors

Paul Gillin

also love my occasional roles as speaker, prognosticator and thought leader, but there’s something uniquely satisfying about taking someone else’s work and making it better. What’s missing are the editors in the middle, the city editors,  the people who shape individual stories and work with writers to turn ideas into content that people want to consume. And that made me happy. Wrong.

Staffing and Launching Your Content Marketing Program

success was attributed to work we did months ago. work needed,” he wrote in a blog post. Playbook series—the point where the difficult work. experiences as publishers and the work we’ve done. you excited to come to work every day, pushing you to. We are still working. telling you that certain things work—we want to tell you. actual work.”

How to Promote an Event with Social Media

Paul Gillin

We’ll look first at tactics the can work for any event, then I’ll propose a few ideas for large conferences covering multiple days and many speakers. If you’re trying to attract an international audience, don’t forget to schedule some promos to go out during the local work day in those areas. Tell me what works for you and for conferences you’ve attended.

How Much Should You Pay For Content?

Paul Gillin

The rapid decline of mainstream media (more than 45,000 journalists have been laid off in the last five years in the US) has put a lot of good communicators out of work, and many can be had today for pennies on the dollar compared to what they made a few years ago. And I’ll bet he was happy to have the work. Freelancers treasure steady work more than high pay. Media Dividend.

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Five Tips to Make Your Writing Sparkle

Paul Gillin

Brill did a little extra work to make his point a lot more powerful. Now that we’re all publishers, writing has become a core skill for marketers. love good writing, and whenever I get the chance to teach it, I share these five tricks I’ve learned to make anyone’s writing better. 1. Write in Pictures. It’s the single best piece of writing advice I’ve ever had.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

” Its work certainly bears out that goal. Earnest is a U.K.-based based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” Earnest’s B2B campaigns have a lot of B2C energy inside them. Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. Here’s its latest collection of recent trends and statistics:  This is the year that was in B2B Marketing crunched. B2B Content Marketing Research Social Media

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. their work as average, not very effective, or not. at least 25 full-time employees working on content. However, putting in the work to team up with talented creative. almighty question: Does this strategy actually work? blend of data to get the full picture of what’s working. Copyright © 2015 Contently. little.

My New Book, ‘Attack of the Customers,’ is now available

Paul Gillin

Several of the case studies in New Influencers  involved customer attacks in the days when blogs were about all people had to work with. Today, We used Amazon CreateSpace and hired professional design and copy editing resources, but much of the work between the covers was done with Microsoft Word. Eleven months later,  Attack of the Customers  on sale on Amazon !

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

Corporate speak doesn’t work in social channels because you communicate there as a person, not as an institution. You have 15 minutes to edit anything you post in a group, so check your work to make sure your description isn’t a carbon copy of the item to which you link. The member goes on to ask why sales people continue to use spamming tactics that don’t work and give the whole profession a bad name. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips.

The Other Social Network

Paul Gillin

They’re organized by the people who work there. LinkedIn shows you who works at the company and whether you have direct or indirect ways of contacting them. Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. This is the ideal B2B environment. Find People.

Social Marketing Hangover

Paul Gillin

There’s a period of exuberance, followed by the cold reality that the new tool won’t shorten the work week or lead to permanent weight loss. However, marketing usually carries the ball and turf wars prevent them from working cooperatively with other groups. responded that no slight was intended. Blaming the Tools. Disillusionment is starting to set in. Lack of patience.

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Content Methodology: A Best Practices Report

This virtuous circle is only possible when the company works to build a culture of. work,” Becker said. “We needed to prove that content can improve marketing’s. culture of content doesn’t emerge overnight, but working to build one across these. Content Methodology: A Best Practices Report A content methodology works in much the same way as a flywheel. Content. In the.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

CME Group works in a highly regulated industry, but that has not dampened its enthusiasm for experimentation with these new media. A journalist contacted me with some questions about social media marketing that I hear quite often. thought I’d share my responses here. These These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should  do, and explain why they’re important. 1. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. Don’t lead with a sales pitch.

How B2B and B2C Marketing Are Different

Paul Gillin

Co-author Eric Schwartzman and I wrote the book because we felt that B2B marketers were getting inadequate advice about how to apply social media constructs to their work. The fact is that much of what works in consumer markets would fail in B2B interactions. My fourth book, Social Marketing to the Business Customer ,  came out this week. Download a sample chapter. Group consensus.

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Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

Contests, polls and games work particularly well there. LinkedIn’s roots are in networking for job-seekers, but the service’s active professional discussion groups and useful Answers section have become favorite places for people to gather and share information about their work. I prepared summaries for my upcoming Search & Social Double Whammy seminar on May 2 in Burlington, MA describing the “big three” social networks: Facebook, LinkedIn and Twitter. Perhaps you’ll find these basic explanations useful in some context. Facebook & LinkedIn.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

In my work with B2B organizations, the question of how to use Facebook is invariably front and center. Contests and giveaways work well on Facebook. Here’s how it works. As a result, most of the wall comments come from people who want to work for UPS. The style that works best is relaxed, informal and a little edgy. SAP plays inline videos. million likes*.

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Study: How Much of Your Content Marketing Is Effective?

What’s working—and what’s not—for over. working remotely. to explore what works for their particular audiences. necessarily work with content. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE?

Security Tips for Social Netizens

Paul Gillin

This free download is worth sharing with the people you work with, and any IT organization should make it required reading for users. I’ll admit that I was taken in the first time I got a tweet like this: “You gotta see this! How can you not stop to help out a friend who’s marooned in an overseas village somewhere after his wallet and passport were stolen?

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Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

About 15 years ago the CEO of the company where I worked decided that it was important that employees should learn to use the technology they were writing about. Unfortunately, social networks challenge entrenched political boundaries and threaten the managers whose support is needed to make them work. There was even a NeXT machine. None of the executives used the lab themselves.

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Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

The average click through rate is 0.1%, banners don’t work anymore and people are much more likely to trust peer to peer recommendations than traditional advertising.” – Joe Fields. “No longer will marketers schedule an email campaign for Wednesday morning at 10 AM. love this content concept, and it’s an idea more B2B marketers could adopt. Download a free copy and find your own favorites.

Thrilled to be Mentioned in the Company of These Phenomenal B2B Bloggers

Paul Gillin

Much of my recent work has appeared on the Profitecture blog. DNN (formerly DotNetNuke) has posted a listing infographic of the Top 10 Blogs Every B2B Marketer Should Read. I was stunned and thrilled to be included with phenomenal bloggers like Jeremiah Owyang , Seth Godin , Ann Handley  and  Brian Solis. I’m assuming my position at the top of this infographic is a happy accident, because I don’t hold a candle to most of these people. In reality, I don’t blog very much at anymore. Here’s the infographic. Thanks to DNN for the very nice compliment!

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B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Tips for Building a Quality Twitter Following

Paul Gillin

It’s worked for me so far. I breached the 10,000-follower mark on Twitter yesterday. marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it. have never played games to run up my follower count and I only tweet about stuff that interests me. The people who follow me have no incentive to do so other than to discover and learn from information I share. The Road to 10K.

Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

spokesman for the CPSC said the agency works with hundreds of companies on various standards committees and the charges of collusion are baseless. As a member of P&G’s Digital Advisory Board, Paul has worked with brand managers in many of the company’s divisions and been impressed by their commitment to quality and customer satisfaction. Standoff. Probably.

IDC Sees Massive Disruption From Industry’s Platform Shift

Paul Gillin

In order to attract the thousands of new customers they’dd need to recruit each day, vendors will have to become experts at cultivating communities and working with partners and even competitors. It may be, but Redmond has a lot of work today, Gens said. Frank Gens (photo by Jeff Ballard via Twitter @jballard). You’ll need millions of customers in order to compete.”.

How to Calculate Social Marketing ROI

Paul Gillin

They do assume that a company has a rich set of historical data to work with, which is often not the case. Most of these early adopters work for companies with adaptive, change-oriented management. ROI is typically the number one or two most cited concern we hear from the people who work for these companies. The best way to select relevant metrics is to work backwards.

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Evangelizing a Content Marketing Program

working, and as a result, creating content people. work so you can create better content and con- tinuously build a bigger and better audience. Moye publishers 15 to 20 stories each month through a “virtual news- room,” as most of the team, including Moye, works remotely. doesn’t work in the modern media landscape. All rights reserved. Introduction 4 II. The hotel giant.

Sensible Talk About Social Media Measurement

Paul Gillin

For the past five years I have worked with her closely as a member of the Society for New Communications Research , which awarded her its “Fellow of the Year” distinction in November. I am also quoted on the back cover of the book, although I did not get a chance to read the full volume until recently. If that means counting mentions of a brand in newspaper headlines, so be it.